Spectator on facebook

Spectator on facebook

CORPORATE NEWS

Tetra Pak Grafobal kicks off milk drive

Hoping to jumpstart years of lagging milk sales, a multinational packaging company's offices in the Slovak and Czech Republics have combined forces and launched an extensive media campaign to raise the public's awareness of this dairy product.
At a press conference in Bratislava on April 30, Jonny Olsson, managing director of the Swedish company Tetra Pak Grafobal's Slovak office, said "the milk message has disappeared" over the last several years, as the public is bombarded with trendy advertisements pitching other drinks.
"We want to get people to try milk again," Olsson said. "There are so many messages out there that people have forgotten about milk." Olsson said that milk's nutritional value should make it more attractive than more popular items such as soft drinks.

However, Olsson did say that Slovaks had not come to terms with the rapid increase in milk prices after 1989, when a liter of milk rose from approximately 2 Sk to 13-15 Sk today. Also in that time, milk consumption in Slovakia has halved, Olsson said, using statistics Tetra Pak Grafobal compiled from surveys and focus group polling. "Our research shows that people want to buy milk, but they're hearing about so many other products that they're forgetting about it." Slovaks on average consume about 70 liters of milk annually, Olsson said.

The media campaign is centered on a 7 million Sk TV and radio advertising buy, Olsson said, to be complemented by 1 million Sk in print advertising buys. The campaign kicked off in mid-April and will run in its first phase through the end of May, while the second phase will be launched in September, deliberately timed to target families sending their children back to school. The Slovak public relations firm ProPublicum is managing the Slovak end of the media campaign.

According to Olsson, Tetra Pak's operations in the Slovak and Czech Republics had 2 billion Sk in turnover in 1996, around a 25 percent increase over 1995. Tetra Pak Slovakia sold 165 million packages on the Slovak market last year, Olsson added.

Top stories

LGBTI people in the regions: We change people’s minds

Bratislava will dress up in rainbow colours this August again, for the seventh time. This will be for the Bratislava Dúhový Pride diversity festival. But the colours of the rainbow are less bright in the regions,…

Slovakia’s LGBTI community seeks to expand their rights.

Things that make us different also make us stronger

On August 19, a rainbow flag will fly over the US Embassy in Bratislava to represent the firm commitment of the United States to defending the human rights of LGBTI people, writes Ambassador Sterling.

The rainbow flag flew over the US Embassy in Bratislava in 2016.

Blog: 5 things you should do on your visit to the north of Slovakia Photo

Here is a list of tips by an experienced tour guide - including things you have probably not tried before.

Bratislava growing high Photo

High-rise buildings sprouting up in Bratislava

Visualisation of the future skyline of Bratislava