Winner – adm Group for Guinness
adm Group was brought in by Diageo to support the sustainability side of Guinness’ activity around this year’s St Patrick’s Day.
The marketing company, which has offices across Asia Pacific, Europe and North America, ran the credentials of the associated point-of-sale materials through its ‘Green Design Tool’, a proprietary platform created in partnership with Anthesis that measures the environmental impact of physical marketing materials.
“Purposed to impact decision-making at the point of design and point of purchase, the tool is capable of assessing how sustainable a product is, factoring in information such as raw materials, packaging, downstream logistics, recycled content, usage and end-of-life.”
One example is the pennant flags (above), which were subsequently switched from being non-recyclable to widely recyclable and made of 100% recycled content. As a result, Diageo reduced the item’s overall CO2 emissions by 46% and cut its water usage by 68%.
In total, adm’s project prevented 37,795kg of CO2 going into the atmosphere and saved 2.5m litres of water.
“Through utilising adm’s Green Design Tool to measure the sustainability impact of (its) POS, the Guinness brand not only successfully delivered business results and met targets during one of its most significant holiday events, but did so whilst strengthening the core Diageo values of sustainability through reducing its environmental footprint.”
Our judges said: “A refreshing antidote to the established view of POS as the scourge of sustainability.”
