Project description

Task and challenge
The MANN-FILTER brand offers a comprehensive filter product portfolio in OE quality for the spare parts market around the globe. Sustainability has always been an integral part of the brand. The latest and most important innovation is next-generation filters – inspired by nature.

With this innovation, MANN-FILTER is driving forward emission-neutral mobility: with wood-based impregnations on a lignin basis. Normally, cellulose filters use conventional fossil-based resin for stability and resistance. Now this is being largely replaced by lignin – a natural wood material that offers the same structural advantages.

As the new products have a slightly different colour due to the natural materials, it was particularly important to educate the target groups and show the product in the communication. Under no circumstances should customers be given the impression that the product is faulty when they open the packaging. In addition, it should be communicated that the filter performance of the new filter remains the same.

With this in mind, we were commissioned to support the launch of the new filters with communication. In addition, we were asked to find a ‘bracket’ that also encompasses future developments in the context of sustainability.

Communication concept – to the point and without wastage.
As part of the global communication concept, we defined the sequence of communication, the main channels and advertising media as well as the necessary budget – a comprehensive package: digital, analogue and on social media. We compared all measures with the persona analyses and sales funnels available to us worldwide.
Long-term communication message – “Go better. Go yellow. Our path to more sustainability.”

MANN-FILTER’s core colours are yellow and green. Every customer recognises the brand by these colours – even without a name! With the long-term statement “Go better. Go yellow. Our way to more sustainability”, we are capitalising on this.

And: we show that we also help our customers to achieve their sustainability goals and make them a little bit better, à la ‘Whenever you have sustainability issues, MANN-FILTER has the solution’. The message is designed in such a way that it also fits in with future sustainable innovations.

Sammy motif – ‘With the power of nature.’
In its design, the squirrel ‘Sammy’ symbolises naturalness and sustainability, but also the strength and effectiveness of the product. It is likeable and easy to use in almost all countries of the world and on all channels, and stands out from the usual hodgepodge of sustainability communication in the IAM.

Leaf motif – ‘Naturally better.’
The new product and a green leaf are used as an accompanying motif – sometimes as an image, sometimes as an animation. Although this is not unusual, it still works 100%.