Brit Awards Promoted with Tetra Pak Water

Promotional cartons acquire souvenir status on eBay.

Tetra Pak was making waves in the music world in February, tying up with The Brit Trust to provide the Brit Awards 2007 mineral water.

Promoting the Brit Awards first live broadcast since 1989, the water was sent to design and marketing agencies ahead of the event as a way of reaching out to a community known for its interest in music. The package informed recipients when the show was being broadcast and invited them to keep refreshed with healthy mineral water.

Claire Robins of Tetra Pak added: "Working with such a strong visual brand meant we could create an eye-catching promotional package, something we've already done with brands such as Evian in Europe.

"We have had a great response through our funkycartons.com website already, with several companies contacting asking if they can use cartons to brand water for their own events. The Brit cartons could even become collectors' items some day, as there have been press reports that Brit Awards mineral water has changed hands on eBay."