Elvis on the phone with Tele 2
Mediabox launches tetrapacks as advertising space
Mediabox launches tetrapacks as advertising spaceBy Bruno Amstutz In future, the packaging of Emmi brand iced tea and orange juice will be emblazoned not only with product information, but also with advertising messages. The space will be marketed by Mediabox.
The range of special advertising formats has been enriched by one medium: Advertising on tetrapacks promises broad distribution and low thousand-contact prices through multiple exposure. The idea is being implemented by below-the-line marketer Mediabox in collaboration with beverage manufacturer Emmi and packaging company Tetrapack.
Telecom provider Tele 2 is the first customer to bite. It has 156 square centimeters of advertising space on the back of Emmi's iced tea called Elvis. Elvis is on the shelves of Manor, PickPay and Spar, but is also available in over a thousand bakeries and private grocery stores. Coop, on the other hand, is resisting the placement of tetrapacks with advertising added.
Alcohol and tobacco advertising are taboo on tetrapacks
A run of 500000 packs costs just under 30000 francs. However, Florian Biafori, co-owner of Mediabox, calculates with the statistical average Swiss household of 2.3 people and with multiple attention to the pack: when loading it into the shopping basket, at the checkout, when putting it in the fridge and so on. Assuming four contacts per pack, the CPM drops to 15 francs.
However, not every product is suitable for advertising on tetrapacks. For one thing, the advertising must not lead to confusion with the contents of the pack - other beverages are thus ruled out as candidates. Mediabox also rejects alcohol and tobacco. "Customers must either have an affinity for the medium or be neutral," says Biafori's business partner Sandro Proietto, describing the profile. So, for example, cornflakes advertising on the milk carton or then nonfood brands like Tele 2.
However, the companies Emmi and Tetrapack have the final say on the subjects. They can veto the decision if necessary.
The range of special advertising formats has been enriched by one medium: Advertising on tetrapacks promises broad distribution and low thousand-contact prices through multiple exposure. The idea is being implemented by below-the-line marketer Mediabox in collaboration with beverage manufacturer Emmi and packaging company Tetrapack.
Telecom provider Tele 2 is the first customer to bite. It has 156 square centimeters of advertising space on the back of Emmi's iced tea called Elvis. Elvis is on the shelves of Manor, PickPay and Spar, but is also available in over a thousand bakeries and private grocery stores. Coop, on the other hand, is resisting the placement of tetrapacks with advertising added.
Alcohol and tobacco advertising are taboo on tetrapacks
A run of 500000 packs costs just under 30000 francs. However, Florian Biafori, co-owner of Mediabox, calculates with the statistical average Swiss household of 2.3 people and with multiple attention to the pack: when loading it into the shopping basket, at the checkout, when putting it in the fridge and so on. Assuming four contacts per pack, the CPM drops to 15 francs.
However, not every product is suitable for advertising on tetrapacks. For one thing, the advertising must not lead to confusion with the contents of the pack - other beverages are thus ruled out as candidates. Mediabox also rejects alcohol and tobacco. "Customers must either have an affinity for the medium or be neutral," says Biafori's business partner Sandro Proietto, describing the profile. So, for example, cornflakes advertising on the milk carton or then nonfood brands like Tele 2.
However, the companies Emmi and Tetrapack have the final say on the subjects. They can veto the decision if necessary.
