Kenco - How Kenco made it easy to be the good guy
Colm Murphy – JWT
Everyone seems to be talking about sustainability. Between brands, government and the media, consumers are swamped with information about ethics and the environment.
But the truth is that while they know it’s important, consumers have reservations about buying from brands that shout about sustainability. Many worry about having to compromise on quality or price.
This paper shows how Kenco broke through this barrier by talking about sustainability in a way that really connected with consumers in their world, transforming the brand and business...