Case Study for Corporate Sustainability
CORPORATE REPUTATION CHALLENGE:
Develop a Sustainability Platform for Corporate Marketing
In 2010 a major U.S. wine label retained VOX to provide counsel on how best to position one of its flagship brands as a sustainable beverage as part of a new marketing initiative designed to bolster its reputation with consumers and increase sales of its product.
VOX Solution:
In 2010 a major U.S. wine label retained VOX to provide counsel on how best to position one of its flagship brands as a sustainable beverage as part of a new marketing initiative designed to bolster its reputation with consumers and increase sales of its product.
- Audit. With significant experience in the emerging sustainability sector, VOX was able to assess industry trends within the wine industry in five focus areas: energy, carbon, water, land use, and packaging. The audit also looked at industry-wide best practices as well as specific initiatives being undertaken by related consumer packaged goods. The audit report included top-level and detailed findings and identified emerging risks and opportunities for the brand.
- Benchmark. VOX benchmarked specific initiatives being undertaken by its most significant competitors in the same five focus areas. The benchmark provided to the client identified risks that would need to be addressed and opportunities where they could take a leadership position that would differentiate the brand for an audience of eco-friendly consumers.
- Life Cycle Assessment. VOX worked alongside the client to conduct an internal review of the company’s wine making operations. VOX analyzed data and conducted interviews with key leaders across the organization. Combined, this assessment identified a specific sustainability program that would differentiate the brand from its competitors as well as pinpoint potential financial savings through improved efficiencies and greater waste reduction efforts.
- Message Platform Development. With data from the audit, benchmark and life cycle assessment, VOX then worked with our sister agency Fleishman-Hillard to develop a message platform for the client that would communicate their sustainability story. Counsel was also provided on how best to use social media and the client’s own website to better communicate its product as a sustainable wine brand.
RESULTS
Client reported increased comfort by corporate leadership for action based on the audit and benchmark.
Client currently planning multiple events in 2011 to launch sustainability platform including key influencer wine dinners, website updates, and possible point-of-sale packaging.
