OUR WORK WinCup, Inc. (manufacturer of phade)
How a drinking straw unexpectedly became an environmental hero
In a world in which the food service industry supplies its consumers with billions of plastic straws every few days – most of which contaminate our landfills and waterways – a straw brand that did the opposite would be revolutionary.
GOAL
Tell the public about phade’s coral reef restoration abilities and turn the once villainous drinking straw into an environmental hero.
SECTOR EXPERTISE
Consumer lifestyle
CSR
Manufacturing
Sustainability + ESG
44%
increase in sales between March and April 2024
16%
increase month over month in e-commerce sales May – June 2024
2B
single-use straws replaced by phade
The Work
WinCup, phade’s manufacturer, partnered with FINN to launch a strategic Earth Month campaign, leveraging scientific validation and compelling visuals to secure global media attention. Features in AP, Fortune, Fast Company, and CBS News reached over one billion people, driving a 44% sales boost and securing major clients like a quick-service restaurant chain, a popular resort chain, and a coffee brand.
With over two billion plastic straws replaced and production expanding, phade exemplifies how sustainable innovation can drive environmental and business success.
