#CANSPIRACY

Tetra Recart was a game-changer in the prepared food category and one of Tetra Pak's biggest opportunities in the near future. 60% lighter than cans. 40% less space. 80% lower carbon footprint. The only problem was that too few people knew about it.

The ambition was to take 5% of the market and reach approximately 7 billion packages and 500 lines over five to ten years.

With 120 billion cans produced every year, the concept took the incumbent head on, positioning it as the past and Tetra Recart as the future, and asking: why have cans stuck all this time when a better solution exists?

#canspiracy was built around a theory: cans are impossible to displace because they are in our everyday life, in the very core of our culture.

Out of the 200,000 words in the English language, can is the 53rd most common. It's in songs: Can you feel the love tonight? Can I kick it? (Yes, you can.) I can call you Betty, you can call me Al. It's in films: Catch Me If You Can. It's at Cannes. It's in politics: “Yes we can.” There is an entire country called Canada.

The platform invited people to test the theory, with #canspiracy as the way in, and used the conversation it opened to explain why Tetra Recart is the better alternative.

How do you launch a carton alternative to the tin can? With a conspiracy theory.

The campaign didn't run. The company wasn't ready to make an enemy of the can, and too many customers relied on cans as alternative packaging formats. Still, the #canspiracy lives on.