Nalgene: America's Least Wasteful Cities

In response, Nalgene announced it would cease manufacturing bottles using those ingredients immediately. Nalgene also embarked on a full-scale educational campaign geared towards dispelling rumors, myths and misconceptions about its products to help restore consumer confidence. While the educational campaign was successful, Nalgene still had a ways to go in refocusing attention away from BPA and back on its strong stance toward environmental responsibility -- especially on the Web, which continued to house pages of negative press and blog posts about BPA and Nalgene.

Nalgene needed to not only win back its customers, but it needed to win back its place on the Web and the trust of the increasingly influential bloggers. 

CBC Solution: 

To help Nalgene reclaim its heritage on the Web, Cercone Brown & Company created an online research study to develop America’s Least Wasteful Cities, a campaign designed to raise awareness on wasteful habits by ranking the top 25 U.S. from least to most wasteful. The study questioned a total 3,750 individuals, gauging behavior on waste, sustainability efforts, shopping habits, transportation and reusing items. In the end, the results were used to rank the U.S.’s top 25 cities from least to most wasteful.

To spread the word about the study's findings, CBC created a family of Web content including a microsite, consumer test, supporting articles and a series of multimedia press releases, all designed to engage bloggers and online media. At the microsite, www.LeastWastefulCities.com, visitors could take a more in depth look at the survey, read tips on reducing their carbon footprints, take the survey and compare their score with the national average, their city’s average and even their friends, all while experiencing subtle branded messaging from Nalgene. With a blend of traditional PR tactics and social media elements like using Twitter, the results of the study reached traditional press, online press and consumers directly.