THE RECYCLED LOGO

TitleTHE RECYCLED LOGO
BrandDEEP RIVERROCK
Product/ServiceWATER
Category E03. Food / Drink
Entrant EDELMAN London, UNITED KINGDOM
Idea Creation EDELMAN London, UNITED KINGDOM
PR EDELMAN London, UNITED KINGDOM
Credits
Name Company Position
Jennifer Hyland Edelman Director
Darragh Rea Edelman Senior Director
Simon Chapman Edelman Senior Creative
Jake McCabe Edelman Content Creator
Rachel Purcell Edelman Senior Account Manager
Emma Williams Edelman Director
Erica Bracken Edelman Account Executive
Tara O'Rourke Coca‑Cola HBC Ireland Head of Hellenic Brands Marketing

Background

CONTEXT With the environmental impacts of our high-consumption lifestyle making headlines daily and a groundswell of interest in sustainability, bottled drinks brands are facing unprecedented challenges in public opinion and purchasing choices. CHALLENGE Deep RiverRock plastic water bottles have always been 100% recyclable. Since June 2019, every bottle within their portfolio has also been made from 100% recycled plastics. So instead of creating more plastic to carry their water, they’re reusing what’s already there. Despite being the first major water brand in Ireland to make this seismic shift, consumers don’t know. With every brand competing for the sustainability space, how could Deep RiverRock make people aware of this key move? OBJECTIVES • Demonstrate Deep RiverRock as a leader in sustainability • Show customers how Deep RiverRock are tackling environmental concerns • Make consumers aware of Deep RiverRock’s key environmental differentiator (recycled bottles) • Earn media attention through the campaign idea

Describe the creative idea (40% of vote)

INSIGHT • Consumers are tired of brands talking about sustainability without taking action • Deep RiverRock has already taken action to mitigate its environmental impacts • A recycled water bottle on a shelf looks the same as all the non-recycled bottles on the shelf CREATIVE IDEA The Deep RiverRock logo has remained unchanged for 25 years…but if the bottles could be fully recycled for the environmentally conscious audience, couldn’t the logo be too? We persuaded Deep RiverRock to recycle their logo, swapping their name out completely for the words ‘100% Recycled Bottle’. Taking your name off your product is pretty brave– especially when your product is water. You risk losing to competitors in the instant recognition moment. But it’s an enormous statement about what you stand for. This bold statement would earn media, grab consumer attention and demonstrate Deep RiverRock's long-term commitment to sustainability in an unmistakable way.

Describe the execution (40% of vote)

The logo-redesign was key to the campaign’s success. Maintaining Deep RiverRock’s look and feel was vital. We used the swirl of the Deep RiverRock ‘O’ in the new logo as a visual clue. We launched with Minister Richard Bruton, Minster for Communications, Climate and Environment, in targeted media placements. The campaign ran for over 8 weeks. TV and Outdoor drove mass awareness. A bold and uncomplicated visual campaign showcased the redesigned bottles and logos, allowing them to speak for themselves. We ran two media takeovers with Joe.Ie and Belfast Live (two of Ireland’s leading online publications) who recycled their own logos for 24 hours. We also worked with two high-profile Irish influencers, both known for their visually stimulating content and both vocal on social media about their sustainable living ambitions. The adapted logo is a now a permeant feature of the Deep RiverRock bottle and brand.

List the results (20% of vote)

• 22% increase in overall sales • 41% Increased sales in the following key accounts: Spar • 20M Earned Reach (80% above target) • 31% Penetration • 828,985Influencer Reach (23% above target) • Deep RiverRock is perceived as the most sustainably active water brand, 28 points ahead of the closet competitor • Perception of Deep RiverRock as a brand which takes active measures to reduce their environmental impact = up by 44% (as compared with the pre-campaign period) • 66% of people understand Deep RiverRock’s key differentiator regarding positive environmental action • More recycled bottles in the world • And Less waste