HELPING WITH A GLOBAL BRAND REPOSITIONING FOR ‘FAIRTRADE’ THE ORIGINAL PURPOSE BRAND. FAIRTRADE’S LEADERSHIP WAS UNDER THREAT, A NEXT GENERATION OF CUSTOMERS DIDN’T UNDERSTAND THE BRAND AND THEY FACED 460 COMPETITORS MANY OF WHOM ALIGNED WITH ‘TOPICAL’ SOCIAL ISSUES. THE CURRENT POSITIONING WASN’T SET UP TO ACCELERATE FORTUNES, AS IT RELIED ON BRAND PARTNERS TO AMPLIFY AN IDEA OF “DON’T FEED EXPLOITATION.” THIS WAS TOO ‘ACTIVIST’ FOR THE MAINSTREAM & TOO NEGATIVE FOR PARTNERS TO SUPPORT IN COMMS. WE HAD TO FIND A NEW NARRATIVE THAT REMINDED ALL ABOUT FAIRTRADE LEADERSHIP - SO THEY SHOUTED ABOUT THEM. A NEW BRAND IDENTITY, CAMPAIGN AND NARRATIVE OF ‘CHOOSE THE WORLD YOU WANT’ DID IT.