Building SUSTAIN, Europe's #1 sustainable fuel brand
SUSTAIN had started life as the sustainability arm of parent brand Coryton. Beneath it had been two sub-brands ‘SUSTAIN Racing’ and ‘SUSTAIN Classic’ which catered to two different B2B audiences.
The ambition was to bring SUSTAIN to the consumer market and so these three brands needed redefining under one more future-facing hero brand. Our initial focus was to to execute this rebrand project in a way that would align SUSTAIN more closely to the new parent company Aspen Group.
To ensure the rebrand was a success we handpicked Creative Director Rich to deliver the output. Rich was chosen specifically for his extensive experience working with automotive brands like Silverstone and Porsche. He developed the new brand identity and then applied it to key touchpoints throughout the SUSTAIN customer journey.
Once the new brand had been locked in we needed to translate the story into a new website.
This was a critical touchpoint on the customer journey, one where the needs of the racing community had to be kept front and centre to add real value and keep them coming back.
The new website included a key number of elements built specifically for the racing community:
To drive a big awareness push over the summer we launched a major activation with SUSTAIN x Mazda. The two brands partnered on a challenge to drive from Land’s End to John O’groats using SUSTAIN fuels.
8 journalists took on the challenge stopping at key destinations along the journey including Bicester Village where SUSTAIN is available at pump, and some key suppliers up in Scotland.
The activation drove outstanding coverage and was just one of the 70+ events that SUSTAIN had presence over the course of 2024 to meet customers, tell the story and drive awareness.
The final piece of the puzzle was around educating audiences about the benefits of sustainable fuel, both consumers and also government influencers.
This research did a deep-dive on what people did and didn't know about sustainable fuel, the benefits of it and why it's important for the climate agenda.
This enabled us to connect with key industry influencers like Motorsport UK through the power of earned media coverage. We helped SUSTAIN highlight the important stats found and hero thought leadership and results around sustainable fuel.
The PR work then went a step further, lobbying the government to drive parliamentary change around sustainable fuels and landing key coverage in the process.
Over the course of 2024 we worked closely with the SUSTAIN team to execute a fully integrated plan and some outstanding results: