Evergreen: Sustainability

Purpose:

Get: Consumer products, converting + packaging companies
Who: Want to partner with a recycled plastics company
To: Change their perception of Evergreen as a traditional “dirty” business
By: Showcasing Evergreen as a mission-driven, tech-using, growth-oriented sustainability company

The Idea:

When acquired by a Texas private equity firm, Evergreen was the recycling division of Polychem, LLC, handling multiple waste streams – cardboard, metal cans and plastics of all kinds. It was a dirty, manual business. The firm saw the potential of spinning Evergreen out from Polychem as a standalone company and focusing almost entirely on recycling PET plastic and manufacturing high value rPET pellets using the latest technology and best practices. rPET is in demand among consumer products companies that want to be seen by consumers as “green” by replacing virgin (new) plastic with rPET.

Lux was hired as brand consultant and ongoing contract marketing director to rebrand Evergreen and position it as a leader in PET recycling and rPET manufacturing to drive growth. This was accomplished by tapping into the growing desire for green products among younger generations, hard facts on the company’s recycling and manufacturing proving its sustainability, media promotion of Evergreen’s robotics and new equipment, and utilizing relatable images of nature and people. The visuals and story used in print collateral, videos, website, and social posts wove together a very positive and high-impact image for Evergreen. 

During Lux’s time with the company, Evergreen grew from one to five locations in the U.S. and Canada and was recognized as a preferred supplier of rPET by numerous multinational food, beverage and beauty brands.