We have the best booth!*

Tetra Pak International // Anuga FoodTech

For Tetra Pak, Oliver Schrott Kommu­nika­tion devel­oped and imple­mented the company’s appear­ance at the Anuga FoodTech in Cologne in March 2012. The aim of this presen­ta­tion at the most impor­tant inter­na­tional trade fair for food­stuffs and beverage tech­nology was to present the prod­ucts ...

For Tetra Pak, Oliver Schrott Kommu­nika­tion devel­oped and imple­mented the company’s appear­ance at the Anuga FoodTech in Cologne in March 2012. The aim of this presen­ta­tion at the most impor­tant inter­na­tional trade fair for food­stuffs and beverage tech­nology was to present the prod­ucts, services and inno­va­tions of the world market leader for pack­aging systems along the value-creation chain in an inno­va­tive, infor­ma­tive and close-to-the-customer way.

The 10,000 or so trade visi­tors certainly felt that the company had presented itself in a serious, infor­ma­tive yet varied fashion at its 5,000 square-metre booth. A boule­vard formed the main axis, leading unerringly to the various zones and sectors. The central design element was the “sky” which arched across the entire booth like a heav­enly vault, serving as an optical paren­thesis for the numerous topics. These included fully-func­tioning equip­ment comprising six produc­tion lines manu­fac­turing pack­aging in real time during the fair itself.

The booth’s motto “today, tomorrow, together” was reflected in the formats and tech­nolo­gies of the presen­ta­tions. Visi­tors were repeat­edly called on to interact (together). The current Tetra Pak contents (today) were put across with the help of modern media, hard­ware and soft­ware (tomorrow) that ranged from ultra­rapid multi­touch consoles to iPads with augmented reality apps or holo­graphic simu­la­tions.

With an agency team made up of some twenty advi­sors, archi­tects, graphic artists and special­ists for exhi­bi­tions, tech­nology and events, OSK co-oper­ated inten­sively over a sixth-month period with Tetra Pak teams in Italy, Sweden and Germany. In addi­tion to the fair booth, the agency also devel­oped and imple­mented the majority of the thematic contents, presen­ta­tions, media and exhibits.

*Dennis Jönsson, CEO and Pres­i­dent of Tetra Pak

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