For years, London Drugs has been quietly improving their environmental footprint. With growing awareness and demand, they decided the time was right to tell their story.

Unicycle Creative was engaged to develop a Green Marketing Strategy;
1) Analyzing what competitive retailers were doing in the ‘green’ world;
2) Reviewing and centralizing London Drugs existing program communications;
3) Developing and naming a sustainability brand platform and in-store execution that fit with London Drugs’ corporate values.

‘What’s the Green Deal?’ was the identity we chose. It is phrased as a question, because the whole program is about identifying 'greener' programs and benefits, while leaving choice in the hands of the customer
The program highlights eco-friendly features of products on the shelf and online. It also lets people know about the ‘green’ services London Drugs offers, from in-store recycling drop-off to packaging take-back. The greendeal.ca website houses London Drugs' environmental and sustainability information in one easily accessible resource.

The program has now evolved into the social media sphere, with Unicycle providing product research, blog writing and YouTube video content. Experiential community engagement programs include launch events and the ‘Styrocycle’, a unique media vehicle created by Unicycle to showcase London Drugs’ styrofoam recycling program right at street level.

Unicycle Creative's Lorne Craig has also acted as online host for a series of Green Deal videos featuring various sustainability initiatives, partners and vendors. This example shows Lorne facing his feminine side as he profiles Vancouver-based LunaPads - and receives his own honorary uterus.
See more videos on the Green Deal YouTube Channel here.

Unicycle Creative has also researched and written over 120 posts for the GreenDeal.ca blog, on topics from green certifications to organic coffee, composting and recycling technology.

'What’s the Green Deal?' has received local, regional and national recognition, including awards from Stewardship Canada, The Retail Council of Canada, The BC Ministry of Environment, BC Hydro, The Emerald Awards of Alberta and the Globe Foundation. More importantly, the program has helped London Drugs staff and customers recycle over 10 Million lbs of waste yearly, including over a million lbs of appliances and e-waste.

That’s the real Green Deal.