As a result of the mandatory quarantine and the suspension of classes due to the outbreak of COVID-19, Tetra Pak and many of its customers were strongly affected by sales in the RTD (ready to drink) segment. The main cause of this fall occurred because this format, for the most part, is consumed by children at the time of school break.
We joined the Colombian Red Cross in addressing the challenge of raising awareness among the Colombian people, for them to understand that rejecting medical professionals is not only wrong, it is also a threat to public health. This was a major challenge with a low budget, and had to reach the population in just a few weeks.