Mega promotion for record sales

The Weihenstephan dairy went big to generate attention in support of its retail partners in the introduction of an extra-large new Tetra Edge package. The two-metre high promotional packaging holds nearly 800 litres and Weihenstephan uses it to make people aware of its new Alpine milk packaging and is therefore starting - in the truest sense of the word – a “giant promotion”. The “largest Tetra-Pak in the world”, which was implemented by the STI Group in the form of an oversized corrugated cardboard display, is drawing attention in supermarkets from Flensburg to Munich.

Simply pour and enjoy

The background to this unusual POS campaign is the new packaging shape that aims to simplify life for consumers and represents a revolution in the long-life milk market. The slope on the top and the extra-large opening provide real added value to consumers for the first time by ensuring that it is easy to pour the milk without spilling it.

The milk's the key

The slim, tall shape of the Tetra-Pak also relates to the design for fresh milk and thus upgrades the product optically when compared with classical long-life milk packaging.

An absolute record setter

When designing the giant dummy the STI Group developers focused in particular on ensuring the appearance matched every detail. Both the carton itself and the plastic screw cap were implemented in a 1:9 scale, providing an authentic product feel.

In stores since August

The launch of the Tetra Edge packaging for long-life milk is the result of many years of development by the Freising-based company. Over that time a number of technical challenges were overcome alongside Tetra Pak in order to comply with the packaging requirements for long-life milk and guarantee its shelf life. The “Weihenstephan long-life Alpine Milk” promotion was launched in-store in August 2009.