Beige ist besser – die deutschlandweite Aufklärungskampagne.
Winner
Excellence in Brand Strategy and Creation
Circular Brand of the Year
Details
In 2022, WEPA launched the first hygiene paper made from recycled cardboard – a true innovation: significantly more sustainable and at the same time softer than conventional paper. And without bleaching processes, it retains its natural beige color. However, this shade evoked memories of rough recycling paper from the past. It was time for a positive image shift: from now on, beige stood for quality and softness. With witty headlines and eye-catching visuals, the campaign gained media and city-wide visibility and performed exceptionally well. WEPA proved that even low-interest products can inspire with creativity.
The Jury‘s Statement
With the launch of a hygiene paper made from recycled cartons, WEPA has taken a compelling step towards sustainability. The campaign "Beige is better" highlights this achievement by humorously and visually redefining the image of recycled paper. Beige becomes a symbol of quality and softness. Through multimedia outreach and interactive platforms, the topic was effectively and sustainably embedded into the target audience's awareness.
