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It's not easy being greenIn a marketing climate rife with less-than-authentic green claims, Shift was given the task of communicating the unique qualities of Unifi's flagship product, Repreve, in a fairly cluttered space. At the same time, as an ingredient brand, our efforts needed to build association of recycled/green with Repreve -- in the same manner Lycra is associated with qualities of stretch. Shift began by conducting an audit of Repreve's competitive space and analogous recycled/green industries. Findings led Shift to strategize a site that focuses on educating users about the positive environmental benefits and the importance of resource and energy conservation and recycling. Repreve's site allows users to explore, learn about and engage in ways to help the environment. Key features that address the approach are: What is Repreve? - A description of why it is unique and how it is made; How Green is Repreve? - Informs users of eco-benefits and resource conservation; Repreve Gives Back - gives consumers the ability to support environmental causes through 1% for the Planet; and Where to Find Repreve - a list of brands made with Repreve. |
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