Rebranding the humble carton
Evergreen Packaging | Memphis, TN
Birth of a Sustainability Brand
Most of us have unknowingly interacted with an Evergreen Packaging® product, from the paper cups at Starbucks to the juice or dairy carton sitting in your fridge.
As one of the largest global fiber-based manufacturers, Evergreen has been working towards a sustainable future long before it was a trend — but the value of this important sustainability story was untapped in the marketplace.
The company’s North America Paper division hired Oncore Strategy to help pivot their brand and give their sales team a strong message to talk about.
Simply put, cartons are better for our planet.
Services
Sustainability Marketing
Brand Identity
Brand Personality & Positioning
Brand Guide
Industry Photography Library
Persona Development
FTC Sustainability Claims Guide
Consumer Testing Graphics
Competitive Analysis
SWOT Analysis
Package Design
Trade Show Booth Design
Event Marketing
Print Collateral
LinkedIn Content
Digital Ads
Digital Customer Toolkit
PowerPoint Presentations
Infographics
Icon Design
Services
Sustainability Marketing
Brand Identity
Brand Personality & Positioning
Brand Guide
Industry Photography Library
Persona Development
FTC Sustainability Claims Guide
Consumer Testing Graphics
Competitive Analysis
SWOT Analysis
Package Design
Trade Show Booth Design
Event Marketing
Print Collateral
LinkedIn Content
Digital Ads
Digital Customer Toolkit
PowerPoint Presentations
Infographics
Icon Design
Working alongside the VP of Sales and Director of Marketing, the Oncore team conducted a Brand Roadmap Workshop with the goal to reposition cartons in ways that would excite the sales team, grow customer loyalty, get prospects thinking and the beverage industry talking.
We interviewed the top sales leads, listened to stakeholders’ concerns, researched market trends and consumer data, and conducted a SWOT analysis.
The results culminated in a brand name that offered Evergreen a competitive advantage: PlantCarton®. The leadership team bought all in.
Discovering carton superpowers
Based on Evergreen’s long history as sustainability advocates, we visually connected their new PlantCarton brand to “Shoppers Who Care” (primarily moms and millennials), plant-based packaging and responsible forestry practices.
Three core facts support the value PlantCarton contributes to a sustainable tomorrow:
Plant-Based Packaging
Over 70% of every PlantCarton package is made from paper, a renewable resource made with trees grown in forests where the overall rate of forest growth exceeds use.
Plastic Reduction
PlantCarton packaging can help reduce plastic use by about 80% when 32 to 64 oz sized cartons are compared to similarly sized plastic containers.
Renewable Energy
About 55% of the energy used to make the paper in Evergreen’s PlantCarton packaging comes from biomass, a renewable resource.
2019 Beverage Industry Package of the Year
Yes, we beat out Coke and PepsiCo.
The Evergreen sales and marketing team debuted the new PlantCarton brand at the Natural Products Expo West in Anaheim, CA, with over 85,000 attendees. The show generated buzz — and, more importantly, Evergreen picked up a new progressively-minded customer, New Barn Organics.
New Barn CEO Ted Robb knew his customer base was moving away from single-use plastic, so he made the bold decision to change formats from PET containers to PlantCarton packaging. The response to the switch was overwhelmingly positive.
In fact, Evergreen’s PlantCarton brand created by Oncore Strategy won the Beverage Industry Package of the Year 2019.
Considering the competition included Coca-Cola’s DASANI sustainable packaging and PepsiCo’s bottled water packaging, Evergreen’s win is rewarding. And as the news has spread through the industry, more fresh beverage brands are switching to PlantCarton.
For the Oncore team, any move toward sustainability is welcome. When people choose sustainable packaging (even the humble carton), that’s a win for our planet. Here’s to choosing wisely!
Responsibly sourced. Sustainably manufactured. American made and serviced.
