Connecting global aluminium to international markets

Low CO2 aluminium brand

Windward worked closely with Rio Tinto’s Alcan division from 2015 to create the strategy, branding and sales approach for Rio Tinto’s global RenewAl™ aluminium brand. This created excitement in a commoditized category, highlighting environmental benefits to end customers and has directly generated $6m in incremental EBITDA for Rio Tinto in the first year of launch.

Commodity: Aluminium

Partner: Rio Tinto

Brand: RenewAl™

Source: Global

End Market: Global

Project status: Launched 2015

Summary:

  • Windward worked with Rio Tinto Aluminium on an advisory basis to create a global brand of low CO2 Aluminium called RenewAl™

  • The RenewAl™ brand is made using renewable energy (mainly hydropower), creating a smaller CO2 footprint than major competitors.

  • The brand aims to grow market share for customers who are environmentally conscious and motivated by CO2 reduction across their consumer products.

  • Windward worked with Rio Tinto Aluminium Product Development and Marketing team and Global Communications team to establish a product platform, strategy and sales approach and Intellectual Property.

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