Global Ethics and the One Brand

Social enterprises are social mission

driven organizations which apply market-based strategies to achieve a social purpose

Stamp of Approval

THE SE MARK OF ETHICAL ACCREDITAION

‘’ I can’t wait until we start counting DOWN the few businesses that are not ethical …. ‘’Doug Richards

It started with a bike ride..

One Water was born

The Mission

To change one life, one day at a time…To change one life, one day at a time…

Launched at Live8 July 2005

Additional product range

Awards & Accolades -Greatest Living Briton 2007, category campaigner-European Social Entrepreneur of the Year 2007-Ernst and Young Ethical Entrepreneur of the Year 2009-Ernst and Young European Entrepreneur of the Year 2009

-Medigne ‘Brands with a Conscience’ Award 2009-Best Large Social Enterprise in Britain 2009

Social Media

The first 5 yearswhat has been achieved?

£6 million donated.Close to 2 million

lives changed

744 PlayPumps

35 Veg gardens

153 HIV and Aids projects

4 Hygiene & sanitation projects

3 x 5000m peaks in Nepal to celebrate our 5th Birthday

The re-brand

Why do it?• Current brand is 5 years old• Was developed for bottled water

The re-brand

Why do it?

• Current brand is 5 years old• Was developed for bottled water• Now runs across multiple categories• From manufactured to licensed

products• Now Global

Why do it?

• Current brand is 5 years old• Was developed for bottled water• Now runs across multiple categories• From manufactured to licensed

products• Now Global• Confused messaging

Research highlighted

• Consumers love the ‘like-for-like’• Branding didn’t convey this• Positioned it as a charitable brand

(impacts on quality perception)• Less engaging – lacks premium cues

Branding objectives

• Re-fresh the ‘one’ brand itself• Build the like-for-like connectivity

into packaging and copy• Give it a simpler, more contemporary

feel• Ability to stretch across:– Categories–Manufactured and licensed products– Global

Evolving the One brand from this..

…to this...

Defining Our Audience

GENERATION G | Captures the growing

importance of 'generosity' as a leading

societal and business mindset. In fact, for

many, giving, sharing and then receiving

recognition have replaced 'taking' as the new

status symbol.

GENERATION G | Captures the growing

importance of 'generosity' as a leading

societal and business mindset. In fact, for

many, giving, sharing and then receiving

recognition have replaced 'taking' as the new

status symbol.

Consumers approach ‘Altruism’ in very different ways

• Sustainability/self preservation– Switching off lights– Recycling– Buying organic meet

• Caring for people– Buying Fair Trade goods/brands– Putting change in the jar– Buying/giving money to Big Issue

vendor– Giving money to street people

• Caring for people– Hospital volunteer, Crisis at

Christmas– Trustee of Charity– School fundraising– Run 10km for cancer– Spend time with my neighbours

• Humanitarian action– Wateraid , Adopt a child in India etc

• Sustainability/self preservation– (Recycle etc but don’t see it as good

– see it as the norm)“Charity is best when integrated into my everyday life”

“The more effort you put in the more you get out”

Less Active MoreLess Active More

Qualitative research Sept 2010

Brand/Market Gap = Easy giving

“I think it would be great if there was a way to make the basic things I buy every day have a positive effect on the world - but it’s so difficult to buy products which do this, without paying a premium.”ABC1 female

The One brand is here to help…

One’s product portfolio

Manufactured products

Manufactured products

Licensed productsNoble Foods

Licensed products

Wallace Cameron

Aqua Optima, Strix

One’s ingenious like-for-like proposition

Consumers buy One build’s

ONE water Water pumping children’s roundabout

ONE toilet paper Proper Toilets

ONE plasters Bicycle ambulances

ONE hand-soap Sanitation programmes to improve hygiene

ONE eggs Egg producing chicken/farming projects

The role of The One Foundation

The power of corporate responsibility

The Future

New people

New products…

What can you do to help ?