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Wonderbag briefs {united} with developing UK creative strategy


By The Drum Team, Editorial

November 28, 2011 | 2 min read

The expansion of South African ethical brand Wonderbag into the UK will be promoted through a creative strategy and campaign developed by {united}.

A multichannel marketing programme, which begins today (28 November) will include the launch of the brand’s new corporate website, as well as new branding for advertising and marketing channels, packaging, social media, pricing and distribution.

The strategy to build the Wonderbag brand in the UK will initially soft launch in Spring 2012, with a full launch expected in Autumn.

Sarah Collins, founder of Wonderbag, said: “Since launching in 2008, not only has Wonderbag been battling against climate change and it is already making a great impact in South Africa where 150,000 are being used. We are on a mission to save 8 million tonnes of carbon in 5 years, which is equivalent to 1.5 million flights around the world. We believe that {united} has the creative prowess and passion to help make this happen through powerful marketing. What’s more we wanted to work with a marketing expert that fully believed in the Wonderbag, which we have found in {united}.”

Elly Woolston, co-founder and client partner for {united}, added: “Through our creatives we plan to power awareness and showcase the ethics of such a great brand and product. The ethical philosophy behind Wonderbag marries directly with {united}’s ideals. We will help enliven the beliefs behind the brand, not just the product, so that Wonderbag makes a strong connection with the consumer to better both their lifestyle and the environment that they live in.”

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