90% Less Plastic. 100% Yes.
↓ ↓ ↓
90% Less Plastic. 100% Yes. ↓ ↓ ↓
In 2024 Vital Proteins made a huge change to our packaging in order to live our promise as a B Corp certified company. We decided to transition from plastic containers into a paperboard tub, reducing over 1800 metric tons of plastic from circulation. But we had two big communication problems. 1) People viewed the paperboard transition as switching to a cheaper and less durable material, not able to stand up to daily life. 2) No one understood just how big of an impact this switch would have on plastic reduction. 1800 didn’t seem like a very big number, after all. Our campaign helped change those perceptions.
Visual Effects & Animation by Carbon
OLV & Broadcast :15s
Vital Proteins recently switched to more environmentally conscious packaging. Yes! It was such a big switch, that it reduced our plastic manufacturing by 90% or the equivalent of 4 million pounds of plastic. To let the world know just how much plastic that truly is, we visualized it and the math math’s out to a lot of plastic.
🌎
↓↓↓
*A couple visualizations that didn’t make the cut but were still very much loved. But there’s only so much time in a :15s.
← ← ←
While paperboard is great at reducing plastic, it does leave questions in consumers minds about durability. So we addressed those questions, too.
↓
↓
↓
Paid & Organic Social
Our content strategy was to not only build excitement about our switch to paperboard, but to also reassure around its durability as well as educate on how to open the new lid.
We made a lot of things. Very quickly.
🌎
↓
↓
↓
📲
We created a range of carousels to quickly educate our audience on the switch to paperboard. (This is but a mere sampling).
→→→
We even enlisted Emily Zugay the internets favorite packaging designer to talk about the new label change.
↖︎↖︎↖︎
And to really reassure about our new packaging for our TikTok audience, we enlisted our Art Director to become our Candid Creative and transparently walk our audience through the behind the scenes process of our packaging design and plastic reduction.
↓ ↓ ↓
And of course we did OOH, too.
The project at a glance → → →
-
Creative platform. Broadcast & OLV. Paid & organic social.
-
Animation with Carbon. :06s & :15s // OOH // Social
-
Paid & Organic social.
-
Messaging. 90% less plastic. 100% yes.