STORY

Coffee to Go! Sustainable Sneakers Made From Coffee Grounds

On average, Germans consume 160 litres of coffee per person per year. Our favourite drink is not only on everyone’s lips, but is now also on our feet. Rens, a start-up from Finland, has found a new sustainable way to reuse coffee grounds: the innovative fashion label produces the world’s first sneaker made from coffee grounds. Cheers: 21 cups of used coffee grounds and six discarded plastic bottles are needed for a vegan and waterproof pair of sneakers by Rens. Rens, a start-up from Finland, has found a new sustainable way to reuse coffee grounds: The innovative fashion label produces the world’s first sneaker made from coffee grounds. Well done: 21 cups of used coffee grounds and six discarded plastic bottles are needed for a vegan and waterproof pair of sneakers by Rens. Public Link is giving the sustainable footwear a smooth launch in German-speaking countries.

STRATEGY & IDEA

Stylish Sustainability

How to position a new brand in the increasingly crowded sneaker market? By taking a close look at the target group and their needs to create a focused, tailor-made launch campaign based on the uniqueness of the product: its wonderful combination of style and sustainability. Instead of a wide-spread communication via national lifestyle and consumer media, we decided to specifically address key contacts, opinion leaders and sneakerheads in the scene, through whom German customers can learn first-hand about the new coffee sneaker from Finland. In addition to a convincing presentation of the innovative fashion brand Rens through previously defined key messages, this requires one thing above all: the uniqueness of the sneakers must be tangible for our contacts.

IMPLEMENTATION

Personal, Individual, Sustainable: Communicating Core Values

Public Link directed the German launch of Rens with the help of finely tuned storytelling and targeted product placement with media and influencers. In this way, we brought Rens a good deal closer to its goal of becoming the world’s leading sustainable athleisure brand. The origin and purpose of the brand as well as the functional features of the sneakers are communicated in the context of an overarching integrated sustainability process. We implement this primarily through individual media relations, including founder interviews. To strengthen the brand experience, the stylish coffee sneakers are sent as a personalised sample to relevant stylists, influencers and media contacts in film, TV and streaming. Through earned media alone, we were able to achieve a reach of over 15 million for Rens within the first six months despite a limited budget, leaving a lasting footprint on the German sneaker market.

SPREAD THE WORD

“With Rens, we no longer just carry our beloved coffee in our hearts, but on our feet as well.” – FACES