Module C
Case study
Blue Angel
Case Study: The Blue Angel
The Blue Angel in Germany is the world’s
oldest eco-label
Basic Information
• Launched in 1978 by the Federal
Government
• 10.000 products are labelled
• 80 product categories
• 950 license holders
• Awareness: 79 % of German consumers
know the Blue Angel
• 38 % of the consumer are influenced by
the label when purchasing
Who’ s behind the label?
Federal Ministry of Environment
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Official holder of the Blue Angel
Federal Authority of Environment
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Develops new criteria for new product groups
Jury Umweltzeichen
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Represents all relevant groups of society
Final decisions on new labels and the criteria
RAL gGmbH
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Contracts with license holder
Credible and neutral
What does the label mean?
Comparative
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Compared to other products, the labelled product
has
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
a better environmental performance
better health protection
superior in use and handling
Front runner principle
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Only 20 – 30 % of the products are able to get the
Blue Angel
Criteria are revised after 2-3 years and modified
The label design for the product
Blue Angel - because driven by solar energy – protects the climate
The label design: clusters
Climate
Ressources
Water
Health
Communication Strategy 1
Lifestyles and target group segmentation
The Product Categories
Garden
Office
Mobility
Household, living,
furniture
Do it yourself,
building
Target Group Segmentation
Lifestyles and target group segmentation
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Target groups
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Families with children
Young adults/singles
Senior citizens
Executives in companies/public administration
Ad campaign: Lifestyles
Ad campaign
Communication Strategy 2
Public-Private-Partnership:
Mobilising players
Cooperation & Mobilisation
Blue Angel campaigns prefer to be based on
mobilisation and cooperation
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Budgets for communications are small
Main task: motivate as many players as
possible in the Blue Angel field to participate in
one single campaign
Offer one theme to all (“anniversary”)
Reach out together to the consumers to use
more Blue Angel products
Roles & Strenghts
Industry’s and retailers’ input
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Large budgets for product communications
Image transfer from a popular brand to the
label
State’s and NGO’s input
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Credibility, credibility and credibility
Individual communication channels
Mobilisation of members for events
The Blue Angel Network
Action Blue
25th anniversary campaign:
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Photo promotion: A maximum of consumers to be
photographed with a Blue Angel product in
shopping malls, town halls, etc.
Action Blue became a central platform for
cooperation and mobilisation
Final event in Berlin with Federal-Minister
Vast media coverage of many local events and
national event.
The Photo Promotion
The Photo Promotion
Support by States and Cities
Support by industry & retail
Action 30 years Blue Angel
30th anniversary campaign:
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Road show with bus including video studio: “The
longest blue sofa of the world”
Vast media coverage of many local events and
national event.
Vast media coverage
Support by industry & retail
Summary
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Small budget should be used to mobilize as many
players in the sustainable field as possible.
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Offer an umbrella event as a platform
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where companies, NGOs, etc can participate easily and
make individual and modified campaigns
which is attractive to the consumers (emotional)
which can be covered by the media.