Glück ist natürlich homemade
Winner
Excellence in Brand Strategy and Creation
Branded CSR Activities – Environmental
Details
Diamant crystal sugar became Diamant beet sugar. In addition to the new product name and layout, sugar beet also plays the main role in the packaging material. The packaging paper contains 20 percent sugar beet fibre. This aspect is exclusive to Diamant Zucker and reduces the ecological footprint of the recyclable packaging by 16 percent. The new product concept is supported by a large-scale communication campaign under the motto "Happiness is naturally homemade".
The Jury‘s Statement
Pfeifer & Langen convinces with an initiative that focuses on sustainability and regionality. With the introduction of Diamant Rübenzucker, whose packaging consists of 20 percent sugar beet fibres, the brand makes a substantial contribution to reducing the ecological footprint. The accompanying communication campaign "Glück ist homemade" naturally positions the brand prominently in terms of environmentally conscious brand management. This combination of product innovation and authentic CSR communication underlines the outstanding brand responsibility and design.
