Positive Change is Serious Business.

We converted 25% of Abel & Cole customers to shop refills.

The details.

Abel & Cole
Proud to Choose Plastic
The brief

Launch Abel & Cole’s refillable milk product in a way that will encourage customers to make the switch.

How we made positive change

We took a stand on the unexpected news that a plastic refillable bottle is more sustainable than a glass one. Our ‘Proud to Choose Plastic’ suite of media materials called for consumers to make the switch and for the wider industry to pay attention to the unlikely packaging hero that has the potential to save the dairy industry more than 300,000 tonnes of carbon a year.

What we delivered
  • Behaviour change
  • Media relations
  • PR
  • Strategy

Impact in numbers.

25%
Penetration for Club Zero, 1 in 4 customers now shop refills
66
Pieces of coverage inc. BBC News
18
Tonnes of CO2 saved in 3 months
450k
Single-use plastic milk bottles forecast to be saved this year alone