Greenbag
Profile
Greenbag is an ecological bag made from polypropylene. Its main virtue is the possibility of multiple usage during daily shopping. It helps to minimize the usage of normal plastic bags which pollute the natural environment.
Greenbags are capacious and durable - one bag can content up to 7, 5 kilos. The producer
of Greenbags is Gam Company from Toruń.
Greenbags were made for consumers, who are aware of environmental threats due to mass production of litter and who want to help to protect the environment. Greenbag was launched in Poland at the end of 2006. Before that the bags were popular in Australia and New Zealand.
In Poland Greenbag campaign inaugurated the new fashion trend for using ecological bags.
Objectives
The objective is to build the ecological brand image and to create positive associations with Gam as an environmental friendly company.
Another goal is to increase the ecological awareness of consumers and to promote ecological behaviour among people during shopping by encouraging them to use Greenbag instead of plastic bags.
Shaping Greenbag brand as an ecological fashion trend.
Popularizing EKO style.
Strategy
The objectives are realized through building the desired awareness of the brand as environmental friendly and taking care of ecology. Co-operation with ecological foundations.
Popularizing ecological behaviour during shopping supported by artist’s authority.
Creating positive perception of Greenbags as modern female accessories by involving actors, designers and fashion creators.
Activities
Intensive media relations - initiating Polish debate about harmfulness of plastic bags.
Educational actions and promotions: ‘Cleaning up Toruń’ organized with MPO; ‘Ekopositive’ action with ‘Metro’ magazine; ‘Clean Kielce’ cooperated with UM Department of Environment Protection. Promotion of ecological shopping in Blue City Shopping Centre.
Establishing and announcing co-operation with WWF organization (Greenbags with WWF logo).
Gaining Edward Lutczyn’s authority. Promoting of limited edition of Greenbags with Edward Lutczyn’s picture overprinted.
Involving famous, young actress Małgorzata Socha as an ambassador of the brand (photo session promoting EKO style with Greenbag, media relations). Cooperation with Young Polish Designers Foundation (fashion shows) and holding a contest with HOT Moda&Shopping magazine (project for ecological multiple usage of Greenbag).
Results
Greenbag brand campaign was the first educational action raising the issue of mass usage
of plastic bags. The campaign initiated social debate bringing up the subject and set up a new fashion trend for multiple usage bags. From the start the campaign was accompanied by great media interest. Over 100 press publications, around 80 Internet publications, 12 TV relations (Polsat, TVN, TV Polonia, TVN Turbo) and 15 radio programms.
