Towards responsible consumption
After the success of its “Les Nuances du Grain” campaign, Carte Noire continues its commitment with its organic range, in partnership with GLOBE GROUPE.
Today, brand responsibility has become a decisive factor in purchasing decisions: consumers seek out companies that demonstrate a genuine environmental commitment. In response to the mistrust caused by greenwashing, customers now demand concrete proof of authenticity and transparency. In this context, Carte Noire has chosen to clearly assert its commitments by joining the international initiative 1% for the Planet.
An Eco-Designed and Transparent Experience
To bring this commitment to life, GLOBE GROUPE designs an eco-conceived and 100% recyclable activation within retail stores. With the initiative “Enjoy a Generous Coffee for the Planet”, Carte Noire sets up a plant-based coffee shop at the heart of supermarkets.
Each touchpoint delivers educational messages explaining how purchasing the organic range directly contributes to the preservation of the environment. The visual universe, featuring plant-adorned coffee beans and vibrant colours, evokes a revitalised Earth, carrying a message of hope and renewal.
An Engaging Phygital Campaign
To strengthen consumer involvement, GLOBE GROUPE developed a phygital mechanic through a dedicated mini-site: purchasing two organic products gave shoppers the chance to win attractive prizes linked to the campaign. Each package carried the 1% for the Planet endorsement along with an explanatory note, providing tangible proof of the brand’s commitment.
Widely covered in the trade press, this campaign ran until March 2022 and enabled the brand to reinforce its responsible positioning, demonstrating that the pleasure of enjoying a coffee can go hand in hand with positive action and sustainable consumption.
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225
POS materials deployed in-store
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500
contest entries in the first month
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1%
of revenue donated to biodiversity advocacy organizations
