New Tetra Pak 2017 Index looks at Super Leaders and how brands can engage them to thrive in a digital world

The report shows that third-party, user-generated content is becoming increasingly important, often more powerful than direct communications from brands. Super Leaders, who represent just 7% of the online population, pride themselves on creating this content. More than half (57%) of them write brand and/or product reviews every week, and nearly two-thirds (65%) say they are more likely to do so after a positive experience. In addition, more than three-quarters (78%) expect brands to reply to their reviews and ratings, saying that interacting with brands on social media improves their opinion of that brand (79%).

The importance of engaging Super Leaders is reflective of not only our increasingly digital world, but also the changing consumer journey from a relatively linear process to a complex network of multiple touch points. Consumers today search for product information before, during and after buying. They refer to at least four information sources pre-purchase, many of which are beyond the control of brands - all the more reason for companies to engage Super Leaders.

Alexandre Carvalho, director marketing services at Tetra Pak said, "Using new ways to reach connected consumers is especially important when you think of Generation Z. They have been brought up in a digital-first world, and expect brands to communicate on their channels of choice. The age of passive, one-way communication is over. Brands need to adjust their communications and create more channel-specific, authentic and engaging content."

In addition, the report demonstrates that packaging has an important role to play in consumer engagement. For example, digital codes printed on packages can improve transparency of traceability, allowing consumers to access information about the product right down to the source. The package can also be transformed into a conduit for two-way communication where brands can capture specific, valuable data about their consumers as well as share more information about the product itself. The report includes case studies from food and beverage brands who engage Super Leaders and reach wider audiences.

"The digital package gives brand owners a direct link to the consumer through an important communication channel – the product itself," Carvalho continued. "To make the most of this fully owned channel, Tetra Pak is piloting the use of augmented reality and other digital technology in our packaging to help our customers stay ahead."

ABOUT TETRA PAK
Tetra Pak is the world's leading food processing and packaging solutions company. Working closely with our customers and suppliers, we provide safe, innovative and environmentally sound products that each day meet the needs of hundreds of millions of people in more than 170 countries around the world. With more than 23,000 employees based in over 80 countries, we believe in responsible industry leadership and a sustainable approach to business.  Our motto, "PROTECTS WHAT'S GOOD™," reflects our vision to make food safe and available, everywhere. More information about Tetra Pak is available at www.tetrapakusa.com.

MEDIA CONTACTS
Larine Urbina
Tetra Pak U.S. & Canada
940-380-4630 
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SOURCE Tetra Pak

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