Mondelēz
Keeping score
for a better future
- Client
- Mondelēz WTR
- Brand
- Toblerone
- Solutions
- Strategy, Creative Concept, Customer Experience, Sustainable Production
Over the past decade, global concern about sustainable development has profoundly transformed attitudes and manufacturing practices for many retail channels, but travel retail was being left behind. With this is mind, Mondelēz World Travel Retail (WTR) and CircleSquare worked together to implement a sustainability framework which would influence our design decisions to ensure and validate that the materials, production process and lifecycle of our travel retail initiatives were being as kind as possible to the planet.
To make this vision a reality, we developed the Sustainable DNA Rating system, a kind of design scorecard that encourages the choice of more sustainable materials and considerate construction methods, along with manufacturing decisions that allow for in-store units to be more easily recycled at the end of life. The aim of the initiative is to assist brand owners, retailers and airports in lowering their environmental impact in the travel retail industry, through a more considered design process.
The rating system considers four environmental impact criteria for each material used in the design implementation process: Recyclability (ease of which it can be recycled), Reusability, (ease of which it can be reused), Manufacture & Availability (environmental impact of manufacture and ease of procurement) and End of life (environmental impact at point of disposal).
We used the scorecard to quantify the impact of Mondelēz WTR’s existing retail units, enabling us to identify areas for improvement. Following this assessment, our CircleSquare design team implemented the sustainability framework to drive our design decisions, pushing us towards more sustainable retail practices when developing future toolkits.
We continue to push the boundaries of sustainable design, thanks to the successful implementation of the DNA scorecard. When we activated ‘Cocoa Life’, Mondelēz International’s global cocoa sustainability program, the entire activation is made out of raw materials such as plywood or real preserved plants. Additionally, there is no plastic, paint or glue, making the entire promotion truly sustainable and 100% recyclable.
It is our ambition that one day, every retail space, activation and touchpoint we create will be as carefully considered for its sustainability. From the materials it is produced, how we construct it, to how we can extend its’ lifespan and what it could be used for afterwards. Through circular design systems such as this, we will be able to lower our impact on the planet, be more cost efficient and inspire the next generation to continue creating a better future.
