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Other Case Studies:
Client: GreenBottle Ltd
Project: Branding and Product Launch Media Outreach
Inventor Martin Myerscough from Suffolk was visiting his local refuse tip when he was told that plastic milk bottles were their biggest problem. Nine billion plastic bottles end up in landfill each year. So Martin got inventive and GreenBottle was born.
GreenBottle is a new way of packaging liquids using a recycled paper carton and a plastic liner. The bottle has 91% less plastic than a standard bottle, and an independent lifecycle analysis has revealed that it has a carbon footprint 48% lower than its plastic equivalent. A great product and a great idea. Our job was to make sure a great many people knew about it.
GreenBottle is a new way of packaging liquids using a recycled paper carton and a plastic liner. The bottle has 91% less plastic than a standard bottle, and an independent lifecycle analysis has revealed that it has a carbon footprint 48% lower than its plastic equivalent. A great product and a great idea. Our job was to make sure a great many people knew about it.
We were asked to provide a critique of the GreenBottle brand and provide media relations support for the launch and roll-out of the bottle. The aims of the outreach were two fold: to drive sales of the bottle and to drive national awareness of the GreenBottle concept and brand.
We quickly realised that the GreenBottle ‘brand’ was nothing more than a name and identity. There was no brand platform in place explaining the brand name, personality, what they do, why they do it, and how they do it differently.
We quickly realised that the GreenBottle ‘brand’ was nothing more than a name and identity. There was no brand platform in place explaining the brand name, personality, what they do, why they do it, and how they do it differently.
GREEN developed and created a set of GreenBottle brand guidelines and designed their new website. The guidelines gave GreenBottle a rationalised identity (corporate logo, font, and colour palette). It was a look and feel fully aligned to GreenBottle’s purpose, personality, values and brand essence.
When developing the PR launch strategy, we decided that sales of the bottle could be driven best by targeting key local print and broadcast media outlets with a story tailored to local media landscape which highlighted the fact that the inventor, the company, and the dairy were all local to the east of England.
By targeting local press shortly after the launch of the bottle, we were able to generate significant print coverage including pieces in the Telegraph, two major regional newspapers, pickup across both BBC and commercial radio, and coverage on local TV news.
When developing the PR launch strategy, we decided that sales of the bottle could be driven best by targeting key local print and broadcast media outlets with a story tailored to local media landscape which highlighted the fact that the inventor, the company, and the dairy were all local to the east of England.
By targeting local press shortly after the launch of the bottle, we were able to generate significant print coverage including pieces in the Telegraph, two major regional newspapers, pickup across both BBC and commercial radio, and coverage on local TV news.
