With growing concern worldwide on the use of single use plastic Tipperary Water is on an eco-friendly journey, launching an alternative to the traditional plastic drinks bottle.
Tipperary Water unveiled its new eco-friendly carton via an Out of Home (OOH) campaign to raise awareness of the new plant-based carton and communicate the company’s journey to a smaller carbon footprint.
Made from 88% plant-based materials and recyclable in Ireland, the campaign leads with ‘Twist the Cap to Change the World’ messaging and communicates the features of the carton within the creative.
Planned by teams in Vizeum and PML, the campaign is running on screens across retail and roadside environments on formats including dPods and Digishelters. The creative was produced by The Foundation.
Sarah Leahy, Brand Manager Non-Alcoholic Beverages, Bulmers Ireland said of the campaign; “Tipperary Water has been listening to customers and consumers who are looking for an alternative to single use plastic. Our new eco-friendly carton is the perfect solution and we are excited to bring consumers on this journey with us to becoming a more eco-friendly brand. We want to highlight to consumers that by making small changes each day, such as twisting the cap on our eco-friendly carton they can help to make a big difference.”
Heather Dalzell, Client Services Director, The Foundation commented; “We needed this campaign to grab consumer attention, media formats that could both educate and engage, bringing viewers on a journey in understanding why the new Tipperary Water eco-friendly carton was the right choice for them. Digital OOH was the perfect solution as we could layer information, adding animation to bring our message to life and create stand out in high profile locations.”
Chris Murphy, Account Manager, PML concluded; “OOH is the ideal medium to drive awareness of the newly launched Tipperary Water packaging, being an impactful one-to-many medium. Creating awareness across retail and roadside locations, the campaign can target and influence audiences at key journey points, appealing to an environmentally conscious audience. “