Brand Collaboration: A message from the sea

Brand Collaboration: A message from the sea

This blog forms part of our wider Brands Driving Positive Change blog series, we’ll be uploading a new post every week so keep checking back for the latest thoughts on what it means to be a force for good…

Clinique and Crayola, LV and Supreme, Puma and Ferrari, Ikea and Dreamworks. All unlikely collaborations that worked. The latest unlikely collaboration driving positive change is that of Brita, House of Holland, the Marine Conservation Society and Lily Cole, who have come together to tackle the problem of single-use plastic bottles polluting seas and landfill. An astonishing 15 million plastic bottles are used every day in the UK and it is estimated that in 2016, 5.5 billion bottles were not recycled. This is a problem of epic proportions and with plastic bottles lasting up to 1000 years in the sea, it is not one that is going away any time soon.

Brita has collaborated with designer Henry Holland to produce two t-shirts with punchy slogans to encourage an end to single-use plastic bottles. These t-shirts talk the talk and walk the walk: each t-shirt is made in a wind-powered factory using approximately 7 plastic bottles and salvaged organic cotton. They can be bought alongside Brita fill&go refillable bottles to encourage consumers to make small lifestyle changes, and shout about it. The icing on this well-thought-out-cake is that all profits go to the Marine Conservation Society.

This campaign ticks all of the boxes for driving sustainability in fashion; with high profile celebrities that will attract the attention of a different consumer than Brita would usually attract, it has offered a neat, practical and affordable way for people to change their habits there and then, and the slogans and campaign hashtag #SwapForGood ensures that the word spreads. While ‘slogan tees’ have often been used to make politically charged statements, this campaign truly delivers on all accounts by offering a tangible way to reduce plastic bottle waste, while the t-shirts let people get the issue of plastic pollution off their chests.

Key learning: Does your product talk the sustainability talk as well as walk the walk?

Isobel McVey Isobel McVey