With growing concern on the use of single use plastic, Tipperary Water is on an eco-friendly journey, launching an alternative to the traditional plastic drinks bottle. The brand unveiled its new eco-friendly carton in an out of home (OOH) campaign to raise awareness of the new plant-based carton and communicate the company’s move to a smaller carbon footprint.
Made from 88 per cent 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 Vizeum and PML, the ads run on screens across retail and roadside environments, on formats including dPods and Digishelters.
The creative was produced by The Foundation.
Sarah Leahy, brand manager, Tipperary Water, said they want the campaign to let consumers know that by making small changes each day, such as twisting the cap on an eco-friendly carton, they can help make a difference. Chris Murphy, account manager, PML, said OOH was the ideal one-to-many medium to drive awareness of the brand’s new packaging.