Brother is marketing itself as Denmark's greenest printer supplier, and most of the company's products have the Nordic Swan certification. They are also recommended by the official Danish "Good Energy" initiative.
As part of its work for a better environment, Brother introduced a "Brother Green Partner" initiative, where the company's dealers all over Denmark could join a chain of shops, that offered customers a special eco-focused counseling and helpd them take back empty ink cartridges for recycling.
Sylvester Hvid & Co. Ltd. har supported Brother and its dealers with PR and green messages for nearly five years. In that period, Brother's Green Partner chain has grown to about 130 members in Denmark. At the same time, the public awareness of Brother as an eco-friendly office equipment supplier has grown considerably.
Sylvester Hvid & Co Ltd. has used both traditional media relations and digital PR in its marketing of Brother's green profile. The strategy has been to target national media, online media, special media and local newspapers.
Brother's Danish enviromental ideas have become famous in the global Japanese company. Several other countries have adopted the Danish strategy and tactics.▼ Read more ▲ Less