Evian
Transparency
This was a communications strategy project where the role of strategy stretch a message between audiences.
In 2018, Evian made bold commitments at the World Economic Forum in Davos to become a fully circular brand by 2025.
This was just another big brand eco bluff – Danone was radically changing business operations to remove virgin plastic from the supply chain, and capture enough high-grade rPET to ensure Evian can still be shipped in its iconic crystal clear plastic bottles.
The brand needed to tell the story of transformation to a wide array of audiences, from policy makers, regulators and stakeholders, to consumer audiences.
The brand needed to bridge the gap between dull corporate announcement, and bold consumer activities, such as the NPD and innovation partnership with acclaimed fashion designer, Virgil Abloh.
To bridge the gap between corporate comms and consumer engagement, we had to tell a complex change story in a simple way, while also not getting a sticky situation of “overpromise and underdeliver.”
A simple strategic idea unlocked the project:
Radical transparency
Rather than make bold claims and hope for the best, we would simply show the brand’s work as it progresses.
We created an innovative live tracking dashboard, completely transparent for the world to see.
The website tracks Evian’s sustainability commitments in real time, across the KPIs it set out at Davos.
This was one of those rare moments where the insight was the strategy was the idea.
