22/04/’21 – KLM and Armata di Mare renew their partnership starting from the exhibition held in Piazza Duomo in Milan last year 3 April and dedicated to message of responsibility towards future generations.
The installations present in Milan, with a special globe made for the occasion, aimed to talk about a new way of flying under the motto 'Fly Responsibly', as well as a new way of dressing, using eco-sustainable materials and production processes that respect the environment.
Army of the Sea, using the same concept at the basis of this partnership, presented an extra light Collair ecological jacket, characterized by the colors of Klm and produced with recycled material collected thanks to the initiative of the airline #perunmarepulito. A product that summarizes some key concepts adopted by the Italian company, such as the education of the final consumer to a more responsible use of plastic and in particular towards the sea, element strongly recalled by the colors that reflect both the precious resource, both the colors of KLM and the sky.
But the brand strategy does not stop at a static exaltation of the value of sustainability, it goes far beyond with intelligence, because the Collair jacket is made with the plastic material collected by KLM with the #perunmarepulito initiative and the 50% of the proceeds from the sale will finance KLM's SAF Sustainable Aviation Fuel programme, which pushes the use of an ecological fuel with low environmental impact, key element for the reduction of CO2 in air transport which, along with other operational measures, will help reduce emissions with the aim of cutting them down to 50% by 2030 (compared to 2005).
The globe is therefore the element of conjunction and meeting between these two companies that aim to promote sustainable innovation, working behind the scenes with concrete initiatives and at the forefront with visible actions, tangible and synthesized in a product resulting from the co-branding.
th and ’ also the symbol of “everything flows” , as if to underline the harmony of this project which brings together all the carefully studied pieces and presents a coherent image of the brand strategy of the two protagonists of this collaboration.
Imagining and implementing a co-branding program is not simply combining two brands. th and ’ essential to examine different strategic as well as organizational aspects and make them work in an organic plan that allows – through effective communication – to transmit to the market those values which are often abused simply by quoting them because they are considered “fashionable” at any given moment.
Sustainability is one of them, a corporate value that cannot be just a claim, but it must reflect a precise strategic commitment of the company, with the end – Certainly – to do good for the planet, but also with the aim of making processes and initiatives work that the consumer appreciates and of which the company is actually the protagonist.
For the development and evaluation of a co-branding programme, you can contact us by sending an email to the following address: management@mito.org.uk
