Regionality and Innovative Packaging: How Diamant Zucker Redefines Sustainability

Background and Challenge

For over 150 years, the Cologne-based family company Pfeifer & Langen has been developing natural and innovative sugar products from local sugar beets with passion and dedication. Against the backdrop of growing consumer sustainability awareness, the company faced the challenge of authentically communicating the regional nature of its Diamant products while promoting conscious sugar consumption.

The challenge was to establish a credible connection between tradition, innovation, and sustainability that would reflect both the company's values and modern consumers' expectations.

Approach and Realization

Sustainability was implemented at the product level for Diamant: the new packaging design for crystalline sugar consists of 20% exclusively developed beet paper, making the packaging itself a sustainable component of the product. This innovation was showcased through an emotional 360° sustainability campaign across all channels.

The strong visual concept relied on authentic storytelling, following a passionate sugar beet farmer from the region in his daily life and work. Representing all producers, consumers, and employees, he told a story directly from real life, giving the campaign a personal and credible touch.

Results

The sugar beet campaign achieved impressive results during the campaign period from September to October 2023: with over 22.5 million impressions and an above-average interaction rate, the awareness-focused deployment proved its effectiveness.

The quality and innovative power of the campaign were recognized in June 2024 with two German Brand Awards in the categories "Lighthouse Project" and "Sustainability". These awards confirm not only the creative success but also the successful combination of authentic brand messaging and sustainable corporate responsibility.