Buluh Straws ** http://buluhlove.com/ November 30, 2018
The Buluh Brand Buluh believes that by using their straws, each and every consumer is truly joining the Buluh mission: “…to eliminate single-use plastic waste.” Buluh envisions a “plastic-less” world, one where straws and utensils are made from natural means, an idea the founders discovered while adventuring through the country of Bali.
Buluh’s Background Sustaining Balinese culture is important to Buluh, and the goal is to bring an environmentally conscious practice from abroad back to the United States. Ethical business practices and an entrepreneurial spirit are important to Buluh, and they have kept this in mind as they are poised for real market growth in the near future (Gillies). This campaign will feature affordable and informative online executions that highlight both Buluh’s socially conscious personality as well as their impact on making this a plasticless world.
Target Aud ience Buluh should target an age cohort of 20 to 28, one consisting of young adults from the millennial generation that are aware of the issues plastic utensils pose to the environment. The ideal Buluh user is environmentally conscious, progressive-minded, diverse, and often located in an urban area. This person can be found in places like Portland, San Francisco, or London, cities where legislation to outlaw single-use plastic straws are being proposed (Ho). Even non-profits like The Lonely Wale have spearheaded campaigns like “Strawless in Seattle”, highlighting plastic straws’ effect on marine life (CBS News). These changes were all driven by young professionals looking to make a difference, and with more businesses and institutions beginning to take this issue more seriously, Buluh now has a growing cohort at which to market.
Creative Objective Turn Buluh into the alternative to single-use plastic straws. This will take place in three parts: 1. Buluh needs to target areas where legislation already exists prohibiting the sale of single-use plastic straws (ie. Seattle). 2. Buluh can tailor existing content to match other cities in the Pacific Northwest, again based on the fact that legislation is coming and communities in the area seem to support the product. 3. Buluh could also use the corporate focus on reducing plastic waste in order to collaborate with businesses that have too committed to reducing their waste. Starbucks has made a commitment to eliminating their plastic straw use nationwide by 2020, an opportunity for Buluh forge a valuable partnership.