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Australian plastic manufacturer PACT had a strong position on waste, yet lacked a comprehensive strategy which would position it as a leader in waste stream innovation and bring together all those involved in solving Australia’s plastic waste problem – government, industry leaders, brand owners and retailers, councils, recyclers and consumers. From our consumer research into waste and recycling, we created a positioning and sub-brand for Pact, The End of Waste. This thought leadership allowed PACT to own the consumer insights, the challenges facing the packaging industry, and drive its sustainability position and possible solutions in public and political debate on plastic waste reduction. We declared The End of Waste at a major industry event featuring the Federal Energy Minister and leaders from across the FMCG sector, giving PACT a platform for communications and coalition-building on plastic waste for years to come.

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Level 2, Pier 8/9, 23 Hickson Rd, Walsh Bay NSW 2000