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Coley Porter Bell re-designs Tetra Pak

3 April, 2008

As part of Ogilvy’s brand platform strategy for Tetra Pak Coley Porter Bell has created a new, global identity designed to strengthen the brand. Conceived to heighten awareness of Tetra Pak and its core benefits, the identity will be used across a wide variety of platforms including on pack communications, advertising, literature systems, vehicle livery and signage.

Coley Porter Bell’s strategic approach was to develop a positioning to maximise the Tetra Pak motto, ‘PROTECTS WHAT’S GOOD’™ and to give it more depth and breadth of meaning. The motto now underpins the new identity using a graphic device created as a flexible communication platform.

Tetra Pak’s new look is fresher, more dynamic and uplifting. A varied colour palette has been added to communicate optimism, energy and the forward thinking corporate vision. It will deliver consistency of message to both consumer and business audiences alike, and reflects the corporate philosophy of making food both safe and available, everywhere.

Tetra Pak is the world’s leading company in food processing and packaging, operating in more than 165 markets. In addition to its core business of food safety, the company focuses on responsible industry leadership and business practice. Huge importance is placed on the environment, recycling and using renewable resources. The business also prides itself on caring for both employees and society at large, championing low cost and wide choice for customers, and convenience for consumers.

Commenting on the new graphic device Stephen Bell, Creative Director at Coley Porter Bell said, “Tetra Pak is a hugely positive global force reaching billions of people so it was crucial for us to reflect this energy and output. I think the dynamic, vibrant new identity brings to life Tetra Pak’s personality and brand values across all touch points.”

For further information please contact;

Rachel Brettler
Communications Manager
Coley Porter Bell
020 7824 7756

Notes to editor

Tetra Pak is the world’s leading company in food processing and packaging. Our motto PROTECTS WHAT’S GOOD™ reflects the philosophy upon which we conduct our business in order to make food safe and available, everywhere.

Operating in more than 165 markets with over 20,000 employees, Tetra Pak believes in responsible industry leadership, creating profitable growth in harmony with good corporate citizenship and a sustainable approach to business.

We work closely with our suppliers and customers on preferred processing and packaging solutions to provide convenient, innovative and environmentally sound products to millions of people worldwide.

Coley Porter Bell is a strategic brand design agency which has produced award winning work for the likes of Kotex, Macleans, innocent drinks, BP, Canary Wharf and Nestle. A respected member of the creative community they are part of WPP.

We make brands beautiful. To find out how go to

Acrobat Document CPB_PressRelease_TetraPak_Apr08_guid776932592e7d49.pdf

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