case study

Pluumo

RETHINKING PACKAGING

CHALLENGE

Despite increasing pressure, there’s still great resistance for sustainable solutions– especially in the US. Ignorance of the magnitude of the environmental challenges, conspiracy theories against their existence, and a healthy dose of skepticism about the performance of some of the green solutions are making it difficult for environmental issues and sustainable problems to gain real traction.

INSIGHT

Sparked by two megatrends– digitization and sustainability– and accelerated by COVID-19, three competing forces have combined to apply pressure on companies everywhere: the surge in online shopping, increased global regulation of packaging waste and acceleration of consumers’ sustainability concerns. Most companies are scrambling to find a solution that checks all three boxes.

SOLUTION

We did not want to lead with, or only focus on, sustainability since it wouldn’t be a priority for most companies. Instead, we framed the conversation around the business implications of not meeting head on all the challenges at hand. We showed that the shift happening in the packaging industry will create winners and losers; then we made a business case for why companies should choose Pluumo. Our focus was to make a business case for our customers while tapping into the functional and aspirational needs of their consumers. We crafted a campaign around the idea that choosing between performance and sustainability is a false dilemma.

Check Project

WORK

In response to the ongoing revolution in the global packaging industry. Two groups with distinct futures have formed. On one side, there’s a group choosing to focus on either performance– offering more convenience and better packaging solutions– or sustainability. On the other side, there’s a group that recognizes that choosing between performance and sustainability is a false dilemma. At Pluumo, we belong to the second camp. We believe that choosing between performance and sustainability is a choice consumers shouldn’t have to make and that companies can no longer afford to make. With Pluumo, they no longer have to. Pluumo is the world's first thermal packaging material made from surplus feathers. We harness the natural properties of feathers to deliver slim, flexible, lightweight and shock absorbing packaging with insulating qualities that provide the best thermal performance in the market. With Pluumo, deliveries stay cooler for longer, preventing spoilage during transport, reducing waste and minimizing revenue loss from potential damages, customer complaints and lawsuits. Pluumo gives you best-in-class performance with a lower carbon footprint than single-use plastic-based insulators. And in a world where customers vote with their dollars on important issues, Pluumo also gives you a tremendous competitive advantage.

Next Project

Unblended Coffees