While making impressive progress on sustainability across the board, our client had so many proof points that no single story stood out. The Good Side was commissioned to craft a compelling sustainability purpose to help the brand connect with consumers in a powerful way and see off the threat from ‘born good’ challenger brands.

Our work examined opportunities across brand, category and culture - engaging internal stakeholders, external experts and completing category landscape to identifying opportunities for purpose development. We worked with the client team to stress test different platforms, and created a full playbook for the final solution including communications guidelines at master-brand and sub-brand level.

The purpose statement and associated commitments provide clear direction for the organisation moving forward, creating a true north for future decision making around social impact initiatives, and with potential to influence future systems change decisions.

‍

‍