Sophie Komornicki

Sophie Komornicki is tagged in 2 stories.
Philip Morris Is Giving Up Cigarettes — and Asking UK Consumers to Do the Same
Philip Morris Is Giving Up Cigarettes — and Asking UK Consumers to Do the Same

Organizational Change / Although it may seem counterintuitive for a company to discourage consumers from buying its products, we have seen this strategy work in brands’ favor in the past — Patagonia’s “Don’t Buy This Jacket” campaign resulted in an overwhelming positive response from consumers who took extra time to learn about the brand’s mission before making a purchase. Now, one company with a notoriously controversial product is attempting to pivot its business model to be more socially responsible — and marketing directly to consumers during this transition. - 1 year ago

How Companies Brought Attention to the Pollinator Decline
How Companies Brought Attention to the Pollinator Decline

Marketing and Comms / In the lead-up to National Honey Bee Day (August 19), I was inspired to take a look at brands’ recent efforts to ensure the health and stability of our tiny pollinator friends. In the past few years, we have seen a host of organizations garnering attention for the issue, first with research and later, amped-up efforts with highly visible, consumer-facing campaigns to bridge the awareness gap. - 2 years ago

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