Alter Eco Foundation
Alter Eco needed to explain regenerative agroforestry to chocolate consumers in order to promote it’s new foundation.
Roles: Brand Strategist & Copywriter
Agency: Murmur Creative
Deliverables: Sustainability Strategy Recommendations & Web Copy
Strategy
The Challenge
Regenerative agriculture is still a new term for even the most environmentally savvy consumers. It’s also one of Alter Eco’s core differentiators as a sustainable chocolate company. As Alter Eco established their new foundation, they needed to find a clear strategy for talking about their regenerative agroforestry and sustainability initiatives.
The Discoveries
Consumers often feel alienated by the language around environmentalism, even though they strongly support sustainability.
Most consumers don’t know what regenerative agriculture or agroforestry is.
Alter Eco’s claims to sustainability are unique in the premium chocolate market.
Regenerate is a word that links ecological concerns to the self-care motivations of chocolate purchases.
The Solutions
Use words, like “regenerate” that have emotional impact to describe sustainability.
Be bold, and even revolutionary, in sustainability messaging while also maintaining Alter Eco’s trademark playfulness.
Describe ecological processes concisely and factually, outlining clear stakes that consumers can relate to.
Creative
Strategy shifted into creative with the creation of a unique brand sustainability character, sustainability voice, and bold new copy for the new website.
