Success for the Nordic Swan's first Nordic campaign
The Nordic Swan’s first Nordic campaign was launched in June this year. The campaign had two key objectives: to showcase why and how the Nordic Swan sets strict climate and environmental requirements, and to encourage people to discover the wide range of Nordic Swan Ecolabelled products. Campaign follow-up conducted by the Nordic Swan shows that the campaign successfully reached its audience and motivated the target group to act on the message: while the Nordic Swan may be hard to get, it is easy to choose.
The campaign concept, created by Forsman & Bodenfors, tells the story of the Nordic Swan through products and services that did not meet its stringent requirements. What sets the label apart from many other certifications is its comprehensive perspective, lifecycle-based approach, and its status as the official environmental label of the Nordic region. This makes it one of the world’s toughest environmental certifications.
Since the Nordic Swan Ecolabel is so thorough and sets requirements based on a comprehensive perspective and the full lifecycle of a product or service, it is difficult for goods and services to get the label. However, for consumers, it is easy to choose. Today, there are 57 different product groups that can be Nordic Swan Ecolabelled, with over 20 000 Nordic Swan Ecolabelled goods and services available on the market.
The Nordic Swan's position as the stricter environmental label, which simplifies purchasing decisions, is summarised in the new tagline: The Nordic Swan. Hard to get. Easy to choose.
The target audience appreciates the Nordic Swan more – and takes action
Campaign follow-up, conducted during week 26 by the research company Annalect, shows that Swedish consumers have embraced the campaign’s message.
believe that the campaign demonstrates how the Nordic Swan makes it easier to choose products that are better for the environment.
say that the campaign clearly shows that the Nordic Swan is hard to achieve for goods and services.
state that it is clear the Nordic Swan is present on many different types of products.
Respondents were also asked how the campaign affected their perception of the Nordic Swan. Five out of ten stated that the campaign had helped them gain a greater understanding of the label's importance and that they plan to look for the Nordic Swan more often when shopping.
However, there is a difference between what people say they will do and what they actually do. Nearly a third, 29%, say the campaign prompted them to take action, such as looking for the Nordic Swan label when shopping.
– We are very pleased and proud that our campaign, which differs significantly from previous communication efforts, has been so well received. Swedes have both understood the message and strengthened their understanding of the Nordic Swan. Moreover, they have looked for the Nordic Swan label in stores! It was a bold new approach to let products, with a humorous undertone, speak about the Nordic Swan's strict requirements. We look forward to continuing to work with this concept, says Christian Quarles van Ufford, marketing and communications director at Nordic Ecolabelling Sweden.
