Sindre Beyer
TRY
CEO
Challenge
Fluor-based ski wax was first introduced in 1987 and quickly became a preferred choice among skiing enthusiasts and professionals due to its unique glide properties. Over the years, many ski wax products contained fluorine, but these substances have been found to have severe negative impacts on both health and the environment. The issue has garnered increasing media attention in recent years.
Swix, having conducted significant research on the phase-out of fluor-based wax, became the first company to cease all commercial production and sale of fluorinated ski wax in 2020. They aimed to communicate this shift, highlight their social responsibility, and promote their fluor-free wax range. However, due to the company’s history of negative media coverage regarding fluor and Swix’s involvement, the rollout of such a positioning needed to be approached with caution.
Solution
With substantial amounts of fluorinated wax still present in ski wax rooms, homes, and cabins across Norway, the campaign aimed for concrete action. The goal was to have a positive impact beyond just Swix’s customer base, enhancing the credibility of the message.
The campaign “Fluor-free – For This Season and Beyond” encouraged Norwegians to send in their fluor-based ski wax, regardless of brand, for Swix to responsibly handle and dispose of. In return, participants received a gift card to purchase new, fluor-free ski wax. This initiative was designed to demonstrate Swix's commitment to environmental responsibility while actively engaging customers in a meaningful way.
