Kantar凱度洞察品牌永續廣告特輯

 

 歡迎點此訂閱凱度洞察台灣電子報

Kantar

Kantar 凱度洞察品牌永續廣告特輯

用心溝通永續經營理念,與消費者共創美好未來

在後疫情時期,我們看到許多品牌針對“品牌永續發展”與 ESG(環境保護、社會責任和公司治理)展開更多的溝通,這與更深層次的“品牌使命 (Brand Purpose)”相關,但僅有少數品牌能達到理想的效果。許多品牌雖嘗試倡導永續,卻讓消費者感覺品牌僅是希望跟上國際潮流,而沒意識到今日的消費者對環境保護的覺悟,以及對永續行為能如何影響地球的未來更具省思。

品牌應考慮從產品創新到幫助人們如何在消費思考與行為上為地球永續提供更多貢獻,也就是要幫助改變消費者行為以減少碳足跡,並同時與消費者攜手走過品牌永續轉型的旅程,讓品牌不僅是驅動整體永續發展的單一動能。

聯繫凱度洞察

Sudeep Bhat
客戶總監
品牌廣告創意專家
Sudeep.Bhat@kantar.com

 
 

Nespresso 行動,是改變的開始!

生命中許多角色是自己無法決定的,但我們可以決定對環境最好的選擇。跟著永續大使許瑋甯,展開Nespresso回收再生咖啡膠囊的永續「鋁」程。

觀看廣告

舒潔FSC永續紙漿。衛森林,我願意。

作為台灣最大的家庭用紙品牌之一,舒潔用清晰簡單的信息表達永續支持者是肯為愛做出正確選擇的勇者。舒潔更展現透過推動永續紙漿認證,與消費者一起支持永續的決心。 

觀看廣告

7-ELEVEN推動綠色消費,實踐「地球永續、你我日常」

7-ELEVEN連續三年獲得國際DJSI道瓊永續指數的肯定,透過廣告傳達每位消費者皆能在7-ELEVEN門市,以簡易且便利的消費方式成為守護地球的英雄,共創永續未來。

觀看廣告

foodpanda與環境友善英雄一同守護環境

透過拍攝生活中堅持友善環境的英雄,點出foodpanda環境友善計畫的精神- 創造永續環境。藉由與通過環保審查的店家合作,邀請店家與消費者一同響應綠色外送。

觀看廣告

♻️ 如何在廣告中聰明傳達永續概念? 歡迎下載圖文指南 (中文)

🌏 正確溝通並實踐可持續性發展,如何能真實地呈現您的品牌? 觀看線上分享會精采重播

🎧 凱度媒體與廣告專家群,一起探討品牌常陷入的永續溝通誤區? 收聽凱度 Podcast
 

 

Getting sustainable message right in advertising

How to clearly convey the concept of sustainability to consumers

Post pandemic era we have seen many brands communicate on “Brand Sustainability” and ESG (Environmental, Social and Governance) and it’s connection with deeper “Brands Purpose” but very few brands get it right. Most of the times brands jump on the bandwagon to make their presence felt in the sustainability space without thinking today’s consumers are more enlightened on environmental protection  and how it can impact the future of our planet.

Brands should think about sustainability right from product innovation to making people think or do more than what they are doing at present meaning bringing  small change in consumer behaviour to reduce carbon footprint, and walk through the journey of sustainable transformation together rather than being the sole driver of the change.

Contact Kantar Taiwan

Sudeep Bhat
Account Director
Creative Domain Expert
Sudeep.Bhat@kantar.com

 
 

Through the famous actress, the ad delivered the message that everyone has their own role, but we can make minor choices within our role to protect the environment. By showing how Nespresso process the used capsule, suggesting that Nespresso is a sustainable choice for coffee. 

Watch ad

Kleenex as one of the biggest paper product brands in Taiwan uses clear and simple messages to show that environmentalists are those dare to make right choices for love. It also shows how Kleenex involve in sustainability such as soluble features and sustainable paper pulp. 

Watch ad

7-11 claims that they are awarded with the DJSI sustainability certification. In this campaign they are showing everyone can be a hero and protect the Earth by implementing various green consumption practices in daily life.

Watch ad

This foodpanda ad talks about their eco-friendly campaign-Green Hero Project. It demonstrates foodpanda collaborates with restaurants that meet their sustainability criteria and strive to reduce environmental impact.

Watch ad

♻️ How to clearly convey the concept of sustainability to consumers: Download infographic
​​​
🌏 More info on how to make your sustainability campaigns resonate : Watch our on-demand webinar

🎧 How can brands get sustainability in advertising right? Listen to Kantar Future Proof Podcast 
 

 
Twitter Youtube LinkedIn

© Kantar Group and Affiliates 2022
台北市松山區八德路三段34號3樓
02- 2577-5505

服務約定條款 | 隱私條款 | 聯繫凱度 


Terms and conditions | Cookies and privacy policy | Contact us