This week in 60 seconds…
- Adidas is looking to save the planet in style by revealing its target to use only recycled plastics by 2024
- Childhood favourite LEGO has taken similar steps by introducing its first sustainable blocks, made from sugarcane, with a goal to make the majority of its products environmentally friendly by 2030
- Whilst Adidas and LEGO show us how to generate great press, Papa John’s has been wallowing at the other end of the spectrum. Can it recover now that it’s parted with ‘Papa’ John Schnatter?
- If the pizza chain is looking for up and coming creatives to revitalise the brand, Game of Thrones star Maisie Williams has developed a platform to nurture young talent
- In other platform-based news, Target has created an app for its designers, allowing members to collaborate on various projects. Unlike Maisie Williams’ however, it’s invite only and there’s no +1s
A final thought…
As bad as it sounds, the downfall of Papa John’s is an incredibly interesting case study. Controversy surrounding its Founder aside, the brand now has a huge task of drawing new and existing customers back to its services. Whether Papa John’s succeeds or not, following a brand story like this can help you to avoid or recover from similar hurdles.
As endearing as it is that Adidas and LEGO are making big steps towards sustainability, it’s also an incredibly clever marketing ploy. This is backed by 92% of consumers say they have a more positive image of a company if it supports environmental issues. In addition, 9/10 Gen Z-ers would buy a product with an environmental benefit over a competitor that didn’t and, given that they’ll account for 40% of all consumers by 2020, that’s a lot of money.