Need to Know
24 : 01 : 23

By Savannah Scott, Pavan Bivigou and Marta Indeka

Woodland Trust’s activism gets graphic, the understated but loud Nike and Corteiz collaboration teaser and 55% of Indian Millennials prefer to eat in.

In today's news:

Woodland Trust rebrands to expand its appeal

The understated but loud Nike and Corteiz collaboration teaser

Stat: Indian Millennials prefer to eat in

Woodland Trust rebrands to expand its appeal

Woodland Trust: Plant More Trees campaign by Creature London, UK

UK – The Woodland Trust has been rebranded by creative agency Creature London. The charity hopes its new visual identity will move its image away from traditional ideas of woodland conservation and engage new demographics in its eco-guardianship efforts.

The Trust’s new look embraces boldness and optimism, leaning heavily into activism and protest culture with slogans such as ‘Plant more Trees’ and ‘Let Our Streets Breathe’ featuring across its updated marketing materials. The Woodland Trust’s existing oak leaf logo in signature green remains and is complemented with an expanded colour palette of three core greens, and seasonal bright and dark hues. ‘We tend to get support from a group of people that look very similar,’ says Woodland Trust director of brand and communications Ruth Hyde. ‘But we already know from our research that there are something like 15m people who are committed and ready to act for the environment, [with a diversity] similar to the breakdown of the whole population.’

The Woodland Trust rebranding has been launched in a campaign across physical, digital and social media, including a tv advert narrated by British actor Tom Hollander.

Strategic opportunity

Climate crisis anxieties are still high for many consumers. They want to feel optimistic about contributing to solutions and are looking for brands to step up and show them the way

The understated but loud Nike and Corteiz collaboration teaser

UK – Last week, Nike’s flagship store in Oxford Street became the canvas for a creative unveiling of the sportswear giant’s next brand collaboration, as the logo of cult streetwear brand Corteiz was projected onto the store’s façade as a teaser for the upcoming partnership.

London-based streetwear brand Corteiz will be the latest addition to the list of Nike’s highly anticipated brand collaborations. The announcement is aligned with Corteiz’s anti-establishment identity – swapping press releases, social media teasers or influencer tie-ups for an OOH activation, which was recorded by passers-by and ignited conversations and speculations on TikTok.

While Corteiz is still an up-and-coming brand, it has a community of loyal fans including British rappers Dave and Central Cee, and the brand’s disruptive campaigns and drops successfully create buzz on social media. A recent guerrilla pop-up had hundreds of fans scouting the streets of west London where pairs of Corteiz cargo trousers were hidden on market stalls and priced at £0.99 ($1.22, €1.12). The joint activation with Nike is no different, propped up by the mystery surrounding the savvy brand collaboration and promises to be a defining moment for the emerging streetwear brand.

Nike in collaboration with Corteiz, UK

Strategic opportunity

Take inspiration from Corteiz and Nike’s marketing strategy of translating the uniqueness of this brand collaboration into a novel and exciting moment, keeping the core fanbase engaged and educating less connoisseur audiences

Stat: Indian Millennials prefer to eat in

Our Place

India – According to research from Mintel, a majority of Indian consumers are eating at home due to concerns about rising food prices and growing living expenses. But cooking has also became a fun thing for younger consumers too, as they were stuck at home during successive Covid lockdowns of the past two years. Some 55% of younger Millennials cook at home, making them the most engaged demographic in the Indian eat-at-home trend.

Mintel’s research also shows that eating out is a popular way for consumers to re-establish in-person relationships: 56% go to restaurants to celebrate special occasions, 54% to go on dates, and 52% to hang out with friends and families.

Sustainability also plays a part in Indian dining choices, with 37% of those surveyed saying they’d be encouraged to visit a restaurant based on its sustainable initiatives.

Strategic opportunity

Adaptations that consumers made during Covid – especially around the home – can be made relevant again in how they negotiate the rising costs of living. They’ll want brands to give them creative and productive ideas to embrace the home in new ways.