San Benedetto

Acqua Minerale San Benedetto S.p.A. is an Italian multinational company operating in the field of non-alcoholic beverages. With 44 bottling lines in Italy each year it produces 4.2 billion bottles of mineral water and soft drinks. San Benedetto with the Eco Green project has reduced its emissions by 20.3% and produces the 1L Easy bottle with 50% recycled plastic RPET.

N. of trees planted 6.000
Beneficiary farmers Citizens of Scorzé
Forestry project Scorzé, Veneto, Italia

Brief

Acqua San Benedetto wanted to increase the green perception of its brand and to communicate, with a concrete action such as planting trees, the company's environmental responsibility (such as the use of bottles produced with recycled PET and the reduction of CO2 emissions). In particular, San Benedetto wanted to revamp the label for its Eco-Green line 1L Easy bottle format, which talks about the company's environmental commitment.

Concept

To increase the perception of its green credentials, San Benedetto participated in a reforestation project. 'La Foresta San Benedetto' campaign was then launched to provide information about the company's contribution to reforestation in Italy, and to give its customers the chance to win a tree. The campaign was promoted on the label of 25 million 1L Easy bottles and through a competition microsite, where users had the chance to win 6000 trees and 3 BMW Cruise e-bikes with pedal assistance. Treedom, in addition to planting trees, created all creative assets for the competition, including the microsite, graphics and copywriting, and provided digital marketing and advertising services.

Created by Treedom

Competition

Competition concept ideation and development.

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Web development

La Foresta San Benedetto microsite development

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Communication

Development of concept, graphics and texts for labels (printed on 25 million bottles), in store advertising, online and offline campaigns, and press materials.

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Media plan

Facebook campaign media plan for 6 months

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Eco gadget

Creation of eco-gadget for journalists at the press conference

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Emissions estimate

false

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Carbon footprint

false

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Copy/Storytelling

Creative assets for the whole campaign: graphics, copy and storytelling contents

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Photo/Video

Creation of the creative assets, including the video scripts and photographs taken during the six months of the initiative, useful both at the press conference and for communicating on social networks.

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Output of the initiative

25.000.000 Bottles used to promote the campaign
5.500 Competition participants

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