Challenge
An issues-rich environment with consumers and media acutely aware of ‘green washing’. The challenge was to tell the story of Cascade’s commitment to sustainability and environmental practices, with credibility and authenticity.
Insight
It’s not about the destination yet, it’s about taking the first steps and staying on course to make a real difference.
Solution: Telling the story of one of Australia’s first environmentally credentialed beers:
- Sow Thought leadership. A panel-style media event with genuine, expert spokespeople from the ‘green’ space including Arron Wood, Prime Minister’s Environmentalist of the Year 2007 and Jon Dee, Co-founder Planet Ark.
- Grow The proof point; the unique media photo/filming opportunity spokespeople had the opportunity to visit the Cascade brewery and experience the journey firsthand.
- Nurture Media tasting, testing, experiencing, and interacting.
Result
A total of 100 pieces of branded coverage across all broadcast, print and online mediums.
Cascade Green became the leading product for the Cascade brand with distribution 37% higher than predicted in the first five weeks and volume 18% higher than predicted.