BEM JAM announces first jam in TetraRecart for saving 70% CO2

Jam is usually sold in a disposable jar. It’s easy to reseal and keeps the product fresh. In the consumer’s eye, this is the best solution. And glass in general is sustainable… right?

So, why changing a working system?

It’s simple: with this innovative Tetra Recart®, we can save at least 70% CO2*! WOW, that’s a number that has a real impact. A number that means a big difference. A number that is worth investing for. BEM JAM is investing, because changing consumers’ behavior and introducing a new different type of packaging is a challenge.

Consumers are highly skeptical of Tetra. How do you open it? And how do you seal it again? How does the product stay fresh? And doesn’t the jam taste like the refrigerator? The reservations about the pack are great. It is our task as a strategic creative agency to change that thinking. We want to bring across the great benefits of using Tetra.

The special USP of 70% less CO2 compared to the disposable glass we have to communicate by being particularly disruptive to make this new jam packaging attractive for consumers. To break the autopilot, we created a fresh new look that breaks with old conventions. We developed new branding and created a brand presence that fulfills our strategic goals.

As a strategic target group, we focused on Gen Z, which is known to be open to new ways of packaging and ideas. We created a concept that noticeably breaks the known viewing habits with its disruptive look and feel.

We developed the brand from scratch and provided 360° support. From strategic branding to visuals to the campaign. The journey of the more sustainable alternative, the jam in Tetra Recart® has just begun. Our vision, together with BEM Food GmbH is to usher in a new era of sustainable fruit spread. We want to make a real difference, both strategically and visually for the consumer.

(*IFEU, Food Cycle Analysis, 2021, Germany)

 

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