CSR strategy – Together for nature – Carlsberg Bulgaria
In March 2021 United Partners faced the challenge to build and execute a CSR strategy for their client Carlsberg Bulgaria – a leading beer producer in Bulgaria and one of the most dynamic and fast-growing companies in the industry. Due to the consequences of the COVID-19 pandemic such as closure of the on-trade objects, change in consumers’ behavior, shift in the consumption occasions to predominantly home-based or digital, the amount of refillable glass bottles (RGBs) collected in 2020 has started to decline. Glass is 100% recyclable and can be utilized up to 50 times in the production. However, due to the circumstances glass bottles are often kept home or end up as waste. United Partners built the CSR strategy and executed it in collaboration with few more agencies of Carlsberg Bulgaria. The strategy aimed at educating the consumers about RGBs and their benefits for nature and stimulate them to return the bottles through incentives.