Every year, Europeans generate nearly 100 million tonnes of waste that is turned into energy through incineration processes. And while incineration is an important part of the current waste management system it is unfortunately also one of the biggest sources of CO2 emissions.

Fortum Recycling and Waste wanted to tackle this problem and change the system at scale. Fortum Recycling and Waste’s innovation captures CO2 emissions from waste incineration and turns them into new raw materials such as carbon-based plastic.

Fortum Recycling and Waste partnered with H+K to create a go-to-market concept for the innovation. The cooperation included creating a compelling vision statement, value proposition, and defining benefits as well as designing the look and feel of the innovation. Naming the innovation was also included in the collaboration – creating Carbon2X.

H+K also helped Fortum Recycling and Waste launch Carbon2X through its own, earned, paid, and shared media channels. Carbon2X received visibility in major news and professional media. Market feedback has been extremely positive, and the launch has already resulted in enquiries for cooperation.

Do you want to know more about our brand and brand naming work? Our Brand Strategist Sonja Vuorinen will gladly tell you more!

Sonja Vuorinen
Brand Strategist