Essay: The Fedrigoni x Dalston’s Collaborative Campaign for Sustainable Innovation

1.0 Product/Service

Fedrigoni x Dalston’s was the chosen brief from the YCN official website, the aim was to create a physical, tactile campaign super-size awareness for Dalston’s, with Fedrigoni paper at the heart of it.

‘The process of analysing the product or service starts with research’ (Taylor, 2013)

Agreeing with Taylor this report will research into the both of the brands Products/Service, Past Campaigns, PEST Analysis, SWOT Analysis, Target Audience, The Marketplace, The Media, and finally, The Media Strategy for the new campaign.

1.1 Background Research

Dalston’s

Established in 2012, Dalston’s aims to make the best sodas from the best ingredients.

The brand is born out of the idea of integrity, with strong ethical values. It is committed to making drinks sustainably and in an environmentally friendly way, and to supporting the local community around Dalston and Hackney.

Dalston’s design is inspired by an urban East London aesthetic, combining bright, tasty colour with scribbled graffiti-style illustration and protest-style slogans (Dalston’s Soda Co., 2019) (YCN, 2019).

Fedrigoni

Established in 1717, Fedrigoni has consistently been at the forefront of the paper industry, pioneering the techniques and processes that make paper the beautiful, versatile medium it is.

Fedrigoni has been refining the art and science of making fine-quality special papers, producing striking surfaces, tactile textures and vivid colours – paper that can be pressed, bent, cut and folded into almost any form you can imagine. Fedrigoni papers are ultra-functional and, at the same time, wonderfully expressive (Fedrigoni Papers, 2019) (YCN, 2019).

According to Taylor (2013), good advertising depends on examining the product closely and looking into key factors such as, what does it do, and how does it relate to the consumer?

Dalston’s personality and attitude is the brands main stand against the corporate and artificial fizzy drinks competitors. The brand desires to do the right thing and win progressive consumers to its cause. The brand sends a message of ‘SODA LOVERS UNITE’ and creates an idea of a community and bringing people together under a common cause for example, environmental issues.

Fedrigoni specialise in fine paper for printing, editing, labels, bookbinding, packaging and paper product. The company builds strong relationships with its consumers and provides them with a highly tailored service.

Both Fedrigoni x Dalston’s relate to their consumers by targeting them through social issues such as, using products that benefit and help the environment and/or the general health of individuals. The use of vibrant colours on the brands websites and products also helps attract the brands consumers, therefore creating a relationship between the brands and the consumers.

1.2 USP

A unique selling point (USP) is what makes the product distinctive, Fedrigoni x Dalstons’ USP is the use of vibrant colours on the brands products and packaging.

Other USPs:

Quality and Craftsmanship: Fedrigoni is known for its high-quality paper and craftsmanship, with a history dating back to 1717. This legacy of excellence in producing fine and special papers is a significant USP.

Customization and Variety: The ability to offer a wide range of textures, finishes, and colors for various applications, from printing and packaging to specialty designs, sets Fedrigoni apart in the paper industry.

Natural Ingredients and Health Focus: Dalston’s commitment to using natural ingredients without artificial additives aligns well with current consumer preferences for healthier beverage options, distinguishing it from many competitors.

Sustainability and Community Engagement: Being environmentally conscious and actively supporting the local community around Dalston and Hackney are critical USPs, especially among consumers who prioritize ethical and sustainable brands.

1.3 Brand Extension

A strong brand can be successfully extended into new product categories. Occasionally, the extension is in a completely different category from the original. However, if the consumer base for both is widely the same, the brand can work very well (Taylor, 2013).

As both Fedrigoni and Dalston’s are interested in similar environmental causes, this gives both brands a common ground when to comes to collaborating. Both brands will be able to also target the same consumers and possibly creating a successful campaign.

1.4 Past Campaign

The Blank Paper Challenge – Fedrigoni Poetic Campaign

Fedrigoni launched a campaign: “A Blank Paper Challenge”, inviting us to open our minds and let our creative potential emerge.

Dalston’s

Both brands do not have official campaigns, with Fedrigoni only having exhibition type campaigns and Dalston’s only having launch campaigns that contain the new soda flavours.

2.0 PEST Analysis

Fedrigoni

Political:

• Trade policies between countries can impact Fedrigoni’s paper import and export business, affecting costs and supply chains.
• Environmental regulations may affect production processes, pushing Fedrigoni towards more sustainable practices.

Economic:

• Fluctuations in global economic conditions can impact demand for luxury and special papers, as businesses may reduce spending on premium printing and packaging materials during economic downturns.
• Currency exchange rates can influence Fedrigoni’s profitability, especially since it operates internationally.

Social:

• Growing consumer preference for digital media over traditional paper media could reduce demand for Fedrigoni’s products.
• Increasing awareness and concern for environmental issues lead consumers to prefer products from companies that prioritize sustainability.

Technological:

• Advances in digital printing technologies offer Fedrigoni opportunities to innovate in paper textures and finishes that are compatible with the latest printing equipment.
• The development of environmentally friendly paper production technologies can help Fedrigoni maintain its market position as a leader in sustainable paper solutions.

Dalston’s

Political:

• Changes in food and beverage regulations, including those related to health and safety, labeling, and environmental impact, can affect Dalston’s product formulations and packaging.
• Local initiatives to support small businesses in the Hackney area can provide growth opportunities for Dalston’s.

Economic:

• Economic downturns may lead consumers to cut back on non-essential purchases, including premium beverages.
• The rise in ingredient costs, such as sugar or fruit, could affect Dalston’s profit margins unless prices are adjusted.

Social:

• The health-conscious trend continues to grow, with consumers increasingly preferring natural and low-sugar drinks, benefiting Dalston’s positioning in the market.
• A strong community focus and support for local businesses can enhance Dalston’s brand loyalty and customer base.

Technological:

• Social media platforms and influencer marketing offer cost-effective opportunities for Dalston’s to increase brand awareness and engage with its target market.
• Innovations in sustainable packaging solutions can help Dalston’s further reduce its environmental footprint and appeal to eco-conscious consumers.

This PEST analysis highlights that while both companies operate in markedly different industries, they face overlapping challenges and opportunities, particularly concerning environmental sustainability, technological advancements, and changing consumer preferences.

3.0 SWOT Analysis

Fedrigoni

Strengths:

• Long history and established brand reputation in the paper industry.
• Wide range of high-quality, specialized paper products catering to various industries.
• Commitment to sustainability and environmental responsibility.

Weaknesses:

• Dependence on traditional paper markets, which are declining due to digital media.
• Potential high costs associated with producing specialty papers can limit market competitiveness.

Opportunities:

• Growing demand for sustainable and eco-friendly paper products.
• Expansion into digital and technological applications of paper, maintaining relevance in a digital age.
• Partnerships with designers and artists to create unique, high-value products.

Threats:

• Continuing decline in demand for traditional paper products.
• Economic downturns affecting luxury and specialty product markets.
• Increasing competition from digital media and paper alternatives.

Dalston’s

Strengths:

• Strong brand identity centered around sustainability, locality, and quality.
• Product differentiation through the use of natural ingredients without artificial additives.
• Community-focused brand building strong loyalty and customer engagement.

Weaknesses:

• Limited market presence compared to larger beverage companies.
• Dependence on local supply chains and markets may restrict growth opportunities.
• Premium pricing may deter price-sensitive consumers.

Opportunities:

• The growing trend towards health-conscious consumption and natural ingredients opens up market expansion opportunities.
• Potential to expand product range and enter new markets, domestically and internationally.
• Collaboration with environmental and health-conscious influencers to reach wider audiences.

Threats:

• Intense competition in the soft drinks and health beverage markets, including new entrants and established brands.
• Changes in consumer behavior, such as shifts towards homemade beverages.
• Regulatory changes affecting product formulation, labeling, or environmental impact.

Both Fedrigoni and Dalston’s have established themselves as brands committed to quality and sustainability, which acts as a significant strength in today’s increasingly eco-conscious market. However, navigating the challenges of changing consumer tastes, digital innovation, and market competition will be crucial for their continued success. By leveraging their strengths and addressing their weaknesses, both companies can capitalize on emerging opportunities and mitigate potential threats.

4.0 Target Market

Fedrigoni x Dalstons’ target market will be millennials, as Folk (2018) sates that millennials love anything that is trending and all things eco-friendly. Reusable grocery bags, up cycled decor and thrifted clothing are all trending topics that have made a tremendous impact on the way millennials live.

Arnett (2010) who brands Millennials as an “Empathetic Generation” and The Wall Street Journal (Silverman, 2007) describes them as attentive and respectful, as they have the desire to make the world a better place by turning to social media platforms to voice their opinions and promote their favourite causes. This will benefit Fedrigoni x Dalton’s as both brands support the causes that Millennials are interested in (as sated above).

According to Braaten (2018), there are 10 secrets when marketing to Millennials. It is important that they are they following;

• Authentic
• Accessible
• “Post-Worthy”
• Educate and Entertain
• Inclusive
• Brings personality to industry norms
• Acknowledges their values
• Prove that the brand cares
• Focus on the experience

Fedrigoni x Dalston’s campaign will include majority of the 10 secrets, as the campaign will run on Instagram due to it being an accessible platform to Millennials. Instagram has a reputation of having “post-worthy” content, therefore being an important factor. Both brands acknowledge Millennials values and prove that they care through constantly trying to improve their environmental strategies.

4.1 Consumer Profiles

Consumer Profile 1: The Eco-conscious Shopper

Demographics: Aged 25-40, this consumer skews slightly more female but includes all genders. They are typically urban dwellers, with middle to upper-middle-class incomes. They often possess higher education degrees and work in professions that value creativity and social responsibility.

Psychographics: They prioritize sustainability and the environment in their purchasing decisions, willing to pay a premium for products that demonstrate a lower environmental impact. This consumer values transparency, seeking brands that are outspoken about their sustainability efforts, supply chain ethics, and community involvement.

Behaviors: They prefer shopping from brands that align with their values, often researching a product’s background before making a purchase. They’re active on social media, where they follow brands, influencers, and causes that resonate with their environmental and ethical standards. They’re likely to be part of online communities discussing sustainability, design, or local initiatives.

Consumer Profile 2: The Design Aficionado

Demographics: This group spans a wide age range, from 25 to 50, with a balanced gender distribution. They tend to inhabit urban settings and work in fields that value creativity and aesthetics, such as design, architecture, and marketing.

Psychographics: They have a keen eye for design and appreciate the nuanced craftsmanship of products. Quality and aesthetics are paramount, and they view their purchases as an extension of their personal brand and identity. They are willing to invest in products that stand out for their design and quality.

Behaviors: They seek products that offer a unique blend of functionality and beauty. They’re frequent visitors to design blogs, galleries, and boutiques in search of inspiration and items that match their taste. They’re also active on platforms like Instagram and Pinterest, where they share their finds and follow designers and brands they admire.

Consumer Profile 3: The Health-Conscious Consumer

Demographics: Aged 20-45, this consumer group includes all genders, with a slight skew towards female. They often have active lifestyles and reside in both urban and suburban areas. They generally have disposable income to spend on health and wellness products.

Psychographics: Health and wellbeing are at the core of their lifestyle choices. They prefer natural, organic products and are inclined to read ingredient labels and research the health benefits of their purchases. They value both physical and mental wellness and actively seek ways to improve their health routines.

Behaviors: This consumer frequents health food stores, farmers’ markets, and wellness festivals. They are likely to participate in fitness activities and may be part of local or online wellness communities. On social media, they follow health influencers, wellness brands, and participate in discussions around nutrition and natural living.

Collective Intersection:

A key intersection among these profiles is a passion for brands that effectively combine ethics, aesthetics, and practicality. Fedrigoni x Dalston’s campaign can cater to these consumers by highlighting their collaboration’s focus on sustainability, design excellence, and health consciousness, thereby appealing to a broad yet discerning audience base.

5.0 The Marketplace

Dalston’s

Dalston’s website (1) informs their consumers on the following; the different flavoured sodas they have – including a brief description of each drink (2), the story on how the company began, current projects and the Dalston’s team (3), also included in the website are the company’s aims and mission to become more environmentally friendly (4), Dalston’s also has a blog on their website filled with content such as; cocktail recipes using the Dalston’s Soda, community focus etc. (5) and lastly, (6) the contact us page allowing consumers to find out about opportunities for collaborations, orders and general information on the brand.

This will benefit Dalston’s in the marketplace as the brand will build a stronger relationship with their consumers, due to the community feel the brand gives.

Fedrigoni

Fedrigoni’s website (1) informs their consumers on the following; the selection of paper the company sells – using filters and swatches to help their consumers find the right product they are looking for (2), applications for example, digital print, labels, packaging and publishing, which also uses filters and swatches – giving examples on company’s website for their consumers (3), the website also includes a news page, containing content on stories, campaigns and exhibitions (4), about us page – informing consumers on the production, history, environment and people of the company (5), the companies distributors, showing a map of where they are located (6) and lastly, (7) contact us, allowing consumers to find out further information on products or services offered by Fedrigoni.

This will benefit Fedrigoni in the marketplace as the companies consumers will have greater trust in the brand due to all the information on the website. The website also follows one of the 10 secrets, (as mentioned above) being to educate and entertain Millennials through the news page.

5.1 Competitors

Fedrigoni x Dalstons’ possible competitors within the marketplace would be the following companies; Innocent Drinks, Sparkling Ice, La Croix and Spindrift.

The brands main competitor would be Innocent Drinks as they produce similar products and distribute them to the same retailers such as, Waitrose.

Innocent Drinks are well established compared to Dalton’s as the company was founded in 1999, and have more knowledge within the marketplace as well as having wide consumer based. This is due to the company being 90% owned by The Coca-Cola Company, which helps Innocent Drinks to be successful in the market as Coca-Cola is a well known and trusted brand (Innocent Drinks, 2019).

5.2 Positioning

Dalston’s and Innocent Drinks are almost similar when it comes to positioning, both brands have a high quality and are high cost with Innocent Drinks ranging from £1.79 – £2.50 and Dalstons ranging from £1.10 – £4. However, Innocent Drinks are still placed higher compared to Dalston’s, this could be due to the company existing longer.

Dalston’s places higher when it comes to ethical issues for example, being environmentally friendly. The company are very focused on being as eco-friendly as possible from the start of the brands existence. Whereas, it took Innocent Drinks many years to develop solutions to become eco-friendly. However, the brand still remains to have a higher reputation than Dalston’s due to its longer existence in the marketplace.

6.0 The Media

According to the table listed above, Instagram was ranked with the highest number of monthly active users added over the past year. This will benefit the Fedrigoni x Dalston’s campaign as Instagram is the main social media platform that will be used.

6.1 Trends

Veganism

According to The Vegan Society (2019), in 2018 the United Kingdom launched more vegan products than any other nation, with 1 in 3 people regularly buying plant based products, leading to 1 in 3 Britons stopping or reducing their meat consumption.

Folk (2018) states that Millennials have made substantial changes to their lifestyle to create and sustain a healthier earth. For example, embracing a vegan lifestyle, eliminating animal products from their diet, as vegan eaters help reduce negative impact on the earth.

Environmental Issues

In today’s increasingly eco-conscious society, environmental sustainability is not just a trend; it’s a significant shift in how people choose to live and consume. This shift towards environmental consciousness encompasses a variety of practices and concerns that go beyond veganism, touching on every aspect of daily life.

• Zero Waste Living: A movement aimed at reducing personal waste to minimize environmental impact. This trend includes using reusable products, minimizing plastic use, and composting organic wastes. Brands that promote packaging made from recycled materials or that are fully biodegradable resonate well with this audience.
• Sustainable Transportation: An increasing number of consumers, especially urban millennials and Gen Z, are favoring bicycles, electric vehicles, and public transport over traditional gas-powered cars. This trend is motivated by a desire to reduce carbon footprints and support a more sustainable urban infrastructure.
• Clean Energy: There’s growing consumer interest in products and brands that utilize or support renewable energy sources, such as solar or wind power. This interest extends to personal choices in energy providers and investment in home solar panels or other clean energy solutions.
• Ethical Fashion: The fashion industry is under scrutiny for its environmental impact, leading to a rise in demand for ethically produced and sustainable clothing. This includes a preference for organic materials, ethical labor practices, and brands that have a transparent supply chain.
• Conservation and Biodiversity: A growing awareness of the importance of preserving natural habitats and species has led consumers to support brands that contribute to conservation efforts or that ensure their products do not harm biodiversity.
• Water Conservation: Recognizing the scarcity of clean water globally, consumers are increasingly drawn to products and practices that minimize water usage. This includes water-saving appliances, products requiring less water in their production process, and brands committed to protecting water resources.

These environmental trends illustrate a broad societal shift towards sustainability, driven by the understanding that individual choices can have a profound impact on the planet’s health. Businesses and campaigns looking to engage modern consumers must consider these values, promoting practices and products that align with a more sustainable, eco-friendly future.

6.2 Social Media

According to (Nelson, 2018) Social Media has become one of the most important aspects of digital marketing, providing positive benefits that help businesses reach millions of consumers on a global scale.

There are many positive factors and considerations when is comes to using social media marketing such as; (List adapted from ‘7 reasons why social media marketing is important for your business, Nelson 2018)

Improved brand awareness

Applying a social media strategy, will significantly help in increasing brand recognition. Nelson (2018) sates that if a brand spends only a few hours per week, can help social marketing efforts increase brand visibility and heightened user experience.

Cost-effective

Social media marketing is the most cost-effective way as it is free for almost all social networking platforms. Being cost-effective is important as it helps the brand gain a larger return on investment Nelson (2018).

Engage with your customers

Social Media is a good way to engage and interact with consumers, as the more you communicate with your targeted audience, the more chances you have of conversation. By setting up a two-way communication with your target audience so that their wishes are known and their interest is catered with ease Nelson (2018).

Improved Brand Loyalty and Healthier Customer Satisfaction

Nelson (2018) states that having a social media presence makes it easier for consumers to find and connect with the brand, and will strengthen consumer relationship and consumer loyalty – consumers appreciate when they can post comments on the brands social media page, and receiving a modified reply rather than a computerised message, as this makes it more personal to the consumer.

Marketplace awareness

Through marketplace awareness, the brand can research into the needs and wants of their consumers without having to communicate with them directly, making this the most valuable advantage of social media Nelson (2018).

More brand authority

Brand loyalty and consumer satisfaction both support greatly in making the brand more powerful, the best way is through communication. According to Nelson (2018), when consumers see the brand posting on social media and replying to their queries and posting original content, builds a positive image in their minds.

Increased traffic

Social Media can also support the increase in the brands website traffic, through sharing the brands content on social media, it gives the consumers a reason to click-through the website. Sharing content on social media gives users a reason to click-through to the brands website, making conversion opportunities Nelson (2018).

7.0 Campaign Idea: “Crafted for Tomorrow”

Campaign Concept:

“Crafted For Tomorrow” aims to encapsulate both the enduring quality of Fedrigoni’s papers and the sustainable ethos of Dalston’s beverages, underlining a message of sustainability, design excellence, and community connection. The campaign narrative will tell stories of craftsmanship, environmental stewardship, and healthy living, all tied together by vibrant, visual storytelling.

Execution across Platforms:

• Instagram and Snapchat Stories: Launch a series of engaging stories that showcase the journey of both products from conception to consumption, highlighting sustainable practices, unique designs, and community engagements. Use interactive polls, quizzes, and Q&A sessions to foster engagement.
• Pop-Up Adverts on Social Media: Design visually striking pop-up adverts that emphasize the bold colors and design aesthetics synonymous with the collaboration. Incorporate augmented reality (AR) filters on Snapchat that allow users to interact with virtual representations of the products.
• Billboards: Erect high-visibility billboards in key urban locations frequented by our target consumers, emphasizing the campaign’s sustainability and design messages through captivating visuals.
• Postcards and Notebooks: Leverage Fedrigoni’s specialty papers to create limited edition postcards and notebooks that embody the design sensibilities of both brands. Distribute these at events or as a reward for social media contests to enhance offline engagement.
• Social Media Posts: Regularly update social media feeds with content that highlights individual stories of sustainability, craftsmanship, and health benefits. This could include behind-the-scenes looks at production, spotlights on the people behind the brands, and features on consumers who embody the campaign ethos.
• Influencer Collaborations: Partner with influencers who align with the campaign’s core themes. Have them share their own stories that connect with “Crafted For Tomorrow,” using the products in their daily lives, attending brand events, or participating in challenges that promote sustainability and design.

7.1 Media Strategy: Engaging the Future, One Story at a Time

Objective: To strengthen brand recognition and consumer engagement across targeted demographic groups by leveraging storytelling through diverse media outputs.

Tactics:

1. Narrative-driven Content: Develop a content calendar that hinges on storytelling, ensuring a mix that covers educational pieces on sustainability, spotlight stories on artisanship, and lifestyle content that ties back to health and community.

2. Interactive Campaigns: Launch a hashtag campaign encouraging users to share how they embody the “Crafted For Tomorrow” ethos in their daily lives, whether by making sustainable choices, engaging in creative pursuits, or fostering community connections. Feature top posts on the main brand pages to foster a sense of community.

3. Cross-platform Engagement: While Instagram and Snapchat are primary, also use YouTube for longer-form content, such as documentary-style videos about the making of the products, interviews with designers and artisans, and panels on sustainability. Direct audiences from all platforms towards an integrated campaign landing page.

4. Analytics and Adaptation: Utilize social media and website analytics to track engagement, reach, and conversion metrics. Adapt content strategy based on performance, focusing on high-engagement formats and themes.

5. Event Integrations and Collaborations: Host virtual and in-person events aligned with the campaign’s themes, such as design workshops, sustainability panels, or wellness retreats. Promote these events heavily on social media and use them as opportunities for live engagement and content creation.

By focusing on a multifaceted narrative that unites the strengths and values of both brands, the “Crafted For Tomorrow” campaign seeks to not only elevate brand awareness and affinity but also inspire a community of consumers dedicated to making thoughtful choices for a sustainable and stylish future.

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