I really like the new Kenco ad. Not as a film. I just think the strategy/message is really smart.
The objective was to tell people that Kenco have removed 97% of the packaging. But this ad goes one step further. It preempts people’s eco-cynicism and gives a cheeky response.
Whenever companies announce planet-saving activities, people are only too eager to pick holes in it. Such a person might retort at Kenco’s message, saying that even cutting packaging by that much is still a massive use of packaging when you multiply it by their millions of sales.
The ad highlights, quite amusingly, what might have happened if they tried to reduce packaging by 100%.
Not the most brilliant ad in the world. But it says its piece and deals with the cynics in one blow. And in a cheeky, likeable way. Well done.
There is a thought that we could always take the jar back and refill it from dispensers. However, I applaud any communications that point towards sustainability. Sustainable lifestyle selling is effectively a marketing task given that people still feel suspicious about any greening while the Coral reefs are dying and the Maldives are drowning.
Here here. And I applaud borderline facetiousness, so we’re both happy ;)