Tetra Pak celebrates the juice box

The company is getting customers to lip-synch their love of the ubiquitous lunch product with a social media-driven anniversary campaign.

Tetra Pak is celebrating 30 years of the juice box by launching a social media campaign that asks consumers to record music videos for an original song the company commissioned for the occasion.

The campaign home is Juiceboxbirthday.ca, where consumers are urged to submit videos of their families lip-synching to a new song by the band Juice Box Heroes. The band is known for reworking old songs and for this contest rewrote the lyrics to Pat Benatar’s ‘Hit Me with Your Best Shot.’

By using music and running a video contest, Tetra Pak hopes to get people interested and participating in the anniversary celebrations, a company spokesperson tells MiC.

The site, targeted to parents and their children, also has a games area and lunch box tips. Ten prize packs will be handed out, with the grand prize winner receiving $2,500 and a year’s supply of juice boxes.

Tetra Pak has partnered with Hansen’s juice company for the contest, and Chicago-based Upshot was the creative agency for the campaign.

The company has also set up a Twitter account (@JB_Birthday), where former Full House star Candace Cameron Bure will tweet about her favourite memories from the years since the juice box was invented. According to Tetra Pak, the company turned to Cameron Bure because she was a child star in the ’80s, the same decade the juice box debuted. She’s a good fit for the campaign because she’s now a mother who understands the convenience of lunch-sized products, a spokesperson for the company explained.

Tetra Pak is based in Illinois and has a Canadian office in Richmond Hill. Its products are sold in 170 countries.