CAULDRON: CARBON NEUTRAL COMMUNICATIONS
Veganuary is a very noisy month for Cauldron. Combine that with their desire to communicate their ‘Carbon Neutral’ status at that time and you have a real challenge.
There is a distinct difference between whether a consumer merely recognises a word, or whether it means something to them. Our intel revealed that ‘Carbon Neutral’, whilst known, was a generic team which lacked resonance. Over-used, especially in January, it presented low brand benefit. The word ‘Planet’, however, offered more value. And, as the current product range was referenced as ‘Plant-based’, adding the ‘E’ was a natural evolution.
PURE THOUGHT: PLANET-BASED PRODUCTS
“As a challenger brand we must always punch above. The GOLD79 team did just that in the most challenging month of the year. Planet-based products have been embraced across the business and combines strategic nous with great communication.”
Andrea Harburn, Marketing & NPD Manager, Cauldron