Making the world of ethical investing even more tempting.
At a glance
Tonic created a direct mail pack for VanEck to launch the VanEck Vectors MSCI International Sustainable Equity ETF to a younger generation of investors: an organic, fair trade chocolate bar called ‘A World of Goodness’, with the fund’s ESG credentials printed across the wrapper.
- Client:
- VanEck
- Project:
- Sustainable ETF direct mail
- Industry:
- Financial services
Concept Development, Creative Direction, Design, Art Direction, Copywriting, Illustration, Direct Mail, Packaging Design
The brief
A newer generation of investors has been moving towards more ethical investments, not just more bang for their buck. VanEck launched a new fund, the VanEck Vectors MSCI International Sustainable Equity ETF, to attract this younger market and keep challenging the established order.
The challenge: reaching a new kind of investor
Investors have begun to realise they can invest in a way that helps, rather than harms, the environment, without sacrificing returns. Responsible investing had doubled in the two years to May 2017 and was becoming a higher priority across the investment landscape. VanEck needed to capture the attention of these new investors.
The strategy: wearing ESG on our sleeve
Building on VanEck’s ‘disruptor’ status, we wore the fund’s ESG credentials on our sleeve. ESG stands for Environment, Social and Governance, and these funds actively seek out ‘good’ companies, screening out sectors such as tobacco, cluster munitions, landmines, and biological and chemical weapons.
The solution: a chocolate bar with a conscience
We designed a direct mail pack around the most politically right-on product we could imagine: an organic, fair trade, non-GMO chocolate bar. The new VanEck fund is emblazoned across the wrapper and reinforced by the deliciously sin-free contents of the pack, proving that you can do the right thing and reap the rewards, too.
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