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Case: Econyl®

Aquafil ensures clean oceans with their brand ECONYL®. From nylon in old carpets, textile waste or fishing nets, the ECONYL® regeneration system creates a high quality yarn, by transforming polyamide 6 recyclables into primary raw materials for industrial production.

Client

Italy

Public Relations

since January 2016

Mission

We position ECONYL® yarn in the target group (producers of carpets and textiles, architects and designers) as a qualitative and aesthetically high-quality alternative to conventional nylon 6. Through the innovative ECONYL® regeneration system, the yarn is produced in a sustainable and fair manner, environmentally friendly, with an infinite life cycle.

As a result of co-operations with well-known textile and carpet manufacturers, ECONYL® yarn will also be able to strengthen its position in the B2B sector, thus becoming more attractive for future partners.

Challenge

The main focus of our communication is not the company Aquafil but the

ECONYL® brand and the ECONYL® yarn obtained through the regeneration process. The challenge is to avoid the attention being solely focused on cooperation partners, rather than on ECONYL® yarn. We can bypass this with the help of advisory topics, which focus on the yarn as an ingredient and show the yarn’s advantages.

To date we have generated over 690 clippings in relevant print and online media. Cooperation messages (with the jeans manufacturer Levis, sports brand adidas and the tights expert Kunert), advisory pieces, interviews and guest posts were published for example in WirtschaftsWoche Online, Handelsblatt Online, Stern, FAZ, Welt Online, Objekt, TextilWirtschaft, thisisjanewayne, P.T. Magazin, Noveaux  Online, GreenTech Germany, BLONDE Online, BIORAMA Online and green Lifestyle.

Status as of November 2018