Ogilvy lands global Tetra Pak ad brief

Ogilvy Advertising has won the global advertising account for the Swedish packaging giant Tetra Pak.

The agency won the business following a pitch against McCann Erickson and two undisclosed Swedish agencies.

Ogilvy has been briefed to develop a campaign across a number of channels to promote the brand in the face of increased competition from rival packaging brands.

The company is expected to focus initially on business-to-business activity, targeting decision-makers through a mix of press and online advertising.

Tetra Pak's most recent high-profile activity in the UK ran in 2004 through Abbott Mead Vickers BBDO, and promoted the environmental and food-storage benefits of Tetra Pak cartons. The agency won the business following a four-way pitch.

Last year, Tetra Pak worked with Ogilvy Group UK on a brand identity project.

Competition from companies such as Elopak, as well as lower priced unbranded products from Asia, which have a greater environmental impact, have forced Tetra Pak to review its marketing strategy.