Sustainable
Swimwear Start-Up Makes a Splash at Walmart
Eco-Panda utilizes a new combined eco fabrication made of recycled nylon sourced from fishing nets, PET bottles and recovered fiber products – and was anxious to get their smart suits into Walmart. It’s a great fit: from fabrication to packaging to presentation, Eco-Panda embraces Walmart’s sustainability goals and presents the perfect opportunity to offer a greener swimsuit to an eco-conscious junior consumer.
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The challenge: The client had the product, knew
the market, and wanted to bring the best value proposition they
could to Walmart, but they were unclear on how to best wrap the
sustainable supply chain and marketing message into a compelling
presentation. Walmart already had suppliers for their swim program.
Eco-Panda’s goal was to position themselves as the manufacturer
of a new, more sustainable eco-friendly swim product targeted to
a specific conscious junior shopper that fit into their private
label swim pad, not only in price point but in styling. They needed
to convince Walmart that they were a viable alternative or addition
to their current manufacturers.
...
The strategy: Develop persuasive communications
that highlighted the sustainable nature of the unique fabrication
being used, and also introduced Eco-Panda as a workable, responsible
partner. We went beyond the basic argument of price, quality and
ability to work within Walmart’s structure to showcase what
this new eco-private label brand could look like on their floor.
We created a mini-marketing campaign that demonstrated how Walmart
could be first to mass market in this category. The product and
the sustainable messaging matched Walmart’s goals and we sent
the client into their initial buyer meeting armed with a well thought
out campaign. The work done for Walmart could in turn be used to
present to any other retailer if desired.
...
The tools: Strategic brand platform, authentic
messaging and a compelling pdf sales brochure.
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