Objective: Highlight the environmental benefits of products and make light-green Moms feel comfortable in the franchise.

 

Activation: North America, Western Europe

 

Environmental brands have a poor perception. They have to sacrifice performance in order to meet environmental goals. When P&G scale came to my team, we jumped on this notion. P&G had the top tier brands in multiple categories. Brands with a history of performance. We knew that if we highlighted the performance and environmental benefits together, we could make "light green" Moms feel comfortable in her choices, as well as securing incremental display with retailers using the power of scale.