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Campaign: EarthChoice

Client: Domtar WPP company: OgilvyEarth and The Brand Union, New York

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As the largest manufacturer of pulp and paper in North America, sustainability is a priority at Domtar. Its EarthChoice range was the first paper line in North America to be certified by both Forest Stewardship Council™ (FSC®) and the Rainforest Alliance.

In 2011, OgilvyEarth and The Brand Union worked with Domtar to reposition EarthChoice as not just a sustainable product range, but a brand with a vision of responsible business at the core of its strategy. OgilvyEarth helped steer the strategy and positioning of the brand and The Brand Union developed a new visual identity. EarthChoice was re-launched in November 2011 at the Opportunity Green conference in Los Angeles. 

As part of the re-launch, Domtar created a series of tools to help customers make educated choices about the paper they purchase and use. The Paper Trail is an online transparency tool that measures the social and environmental impact of customers’ paper choices. Pixel and Print Logic is a fun decision tree helping people decide whether to print a document or read it on screen. Domtar also launched the EarthChoice Advisory Services to assist their customers with paper procurement policies and environmental education. 

To reach a broader audience Domtar also partnered with Recyclebank, a company rewarding people for taking everyday green actions. By watching a video on responsible paper sourcing and usage, visitors to the site could earn points to redeem for discounts and gift cards. 

In addition, OgilvyEarth helped Domtar articulate the company’s new sustainability vision, mission and values to its employees. The work developed included a film entitled ‘The Fiber of Domtar’.

“OgilvyEarth has been indispensable in helping us navigate today’s cultural and business complexities to develop an EarthChoice proposition that positions us for growth through sustainability leadership.” Lewis Fix, vice president, Sustainable Business and Brand Management, Domtar.

earth choice tree
Earth choice 1 Earth choice 2

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