Hefty makes a brawny claim about reducing waste

One of the biggest challenges when it comes to recycling and reducing waste is in educating people on what it is, why it matters, and how to do it, all while not boring people to death about it, or coming off as preachy. Hefty takes on that messaging hurdle with a little humor and smartly keeps the details vague.

Another issue with marketing a brand’s waste reduction is in equating it to something people can understand. How do you wrap your head around the fact that globally we produced 275 million metric tons of plastic waste in 2010! You can’t. People need a frame of reference to understand these abstract numbers, and this campaign does that with the help of a somewhat goofy strongman pulling a passenger jet, which represents the weight of the plastics that Hefty has managed to reclaim.

Once interest is piqued, people are taken to a micro-site that explains in more detail Hefty’s sustainability efforts: Hefty Sustainability.com

And what they’re doing is actually pretty cool and innovative. They have created a special bag in which to put hard-to-recycle plastics (those that are not accepted by most residential recycling programs) such as plastic food packaging, straws, candy wrappers, etc., which would otherwise most certainly end up in a landfill, in a tree, or choking the windpipe of a seabird.

Why it’s hot:

1. It doesn’t require you to identify as “green” in order to get it: A lot of “sustainable” brands lean into the lifestyle of the eco-conscious in their messaging, but that can turn off a lot of people who don’t identify that way. For a nationwide brand like Hefty, it makes more sense to stay away from identity and focus on their product and accomplishments.

2. It’s not much of an accomplishment actually, but it’s a start, and it’s backed up by action: Given the fact that more than 8 million tons of plastic are dumped into our oceans every year, a well-informed consumer might scoff at Hefty’s accomplishment of converting one measly airliner’s worth of hard-to-recycle plastic into new materials. But they have a model that helps collect plastics that you can’t normally recycle, and uses their product in a way people are already using it to do so.

3. Mining trash is actually a way to generate revenue: This is a mostly untapped market for raw materials, which is essentially TerraCycle’s business model, of gathering material others can’t (or won’t) and reselling it, which had it earning $20+ million in revenue in 2018.

Source: Marketing Dive

Clothing brand walks the talk: Empowering women running for public office

MM.Lafleur, a US-based womens’ workwear brand, launched Ready to Run: a program loaning outfits to women running for political office. Available to candidates running for state, federal or local government, the initiative lends three item of clothing to women whose applications are approved. The brand will also allow candidates access to its free styling services. Ready to Run was inspired by upcoming elections in the US, and takes aim at the injustice that sees women in public life judged on their appearance and dress in ways that men are not.  The initiative ran from President’s Day (February 17) through March 3 (Super Tuesday) and saw over 500 candidates apply.

Why it’s Hot: The idea for Ready to Run came to MM.Lafleur when it sent an email to its community asking what more it could do to support womenMM.Lafleur’s initiative is a great example of how a brand can find innovative new ways to support a core ethical principle: in this case ‘female empowerment in the workplace’. The company leveraged an upcoming event – elections in the US – and pinpointed a specific and relevant group to support.