As the leading manufacturer of the world's clearest polarized performance sunglasses, Costa not only invests in product development, but also in conservation initiatives. Born on the water, Costa works hard to protect the waters it calls home. Through programs like its Kick Plastic campaign, the brand seeks to raise awareness about the growing plastic pollution problem threatening oceans and waterways worldwide.
As an extension of the Kick Plastic campaign, Costa partnered with Bureo, product developers and experts in ocean plastic pollution, to create the Untangled Collection. The Untangled Collection is a line of sunglass frames made entirely from recycled fishing nets -- the most dangerous form of ocean plastic that makes up 10 percent of ocean plastic pollution.
Gunpowder was tasked with developing a product launch strategy and plan for the Untangled Collection to generate earned media coverage in both endemic and non-endemic outlets. We dug into research around other sustainable products and coverage, as well as diving deeper into the story behind Costa’s desire to create a line of sunglass frames made from recycled plastic.
This research and the target audience goals led us to planning and executing a launch event in California in conjunction with the Bureo team, as well as a social influencer campaign with six key influencers in the surf category. The launch week events included a media trip for key outlets and influencers in Ventura, Calif. (group dinner and boat trip to the Channel Islands) and a launch part in Venice Beach, Calif.
The Untangled Collection is a natural extension of Costa’s commitment to protect our oceans and waterways and as such, has been a focal point for industry events since the launch. The product and the problem it brings to light are not things that will fade quickly – a truly evergreen tale, through public relations efforts, the Untangled Collection has continued to receive accolades from media and the industry since its launch in May 2018.
In the less than seven months since the collection’s launch, Gunpowder has helped generate 190 earned media mentions with more the 390 million impressions. In addition, we have helped craft seven award entries for the collection, of which Costa has won all.