Bonobo commits for the first time in TV – CSR > Marketing Green

On the occasion of a 360° campaign which notably includes its first appearance on TV, the Bonobo brand, from the Beaumanoir group, presents its commitments in favor of the circular economy and sustainable fashion.

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“Fashion is better when it lasts”. This is Bonobo’s credo for the start of the 2021 school year. The Beaumanoir group brand is making its first appearance in advertising on the TNT channels (TV and replay) on this occasion, as part of a 360° campaign which also includes a social media component (Facebook, Instagram and YouTube), and activations on brand spaces (dedicated landing page, website and newsletter, but also in-store display). Through these speeches which target 25-35 year olds, and of which this spot recalls the one unveiled by the Aigle brand last year, Bonobo wants to highlight its Instinct rangewhich includes “timeless basics” made from organic (at least 50%) or recycled (25%) material.

This range now represents half of the brand’s saleswhich is pleased in its press release to have reached its objectives in terms of the use of recycled fibers several years in advance: “while the brand had committed to achieving 15% of its products made from recycled materials by 2024, this objective will finally be achieved in winter 2021!

The crisis that we have just gone through has made it possible to put the emphasis back on the need to find more responsible modes of consumption. At Bonobo, we have carried these convictions since our creation in 2006 and have also made specific commitments, with the aim of offering ever more sustainable fashion, while remaining accessible to as many people as possible. Through this campaign, we want to demonstrate that there are alternatives to disposable fashion “ indicates in the press release of the brand Xavier Prudhomme, general manager of Bonobo.

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