Bringing a New Brand Purpose to Life

The Challenge

While Mexichem had a significant footprint globally as a leading producer of commodities, the brand was relatively unknown in the US. KWT Global was tasked with leveraging its new purpose-driven business strategy and the September 2019 transformation to Orbia to introduce the company to US media as a global business leader that it is making a positive global impact.

The Strategy

Highlight Orbia’s purpose to advance life around the world by showcasing the tangible, global impact of their business groups, leveraging individual, human stories that bring their work to life in a whole new way.

The Execution

Building off work-in-progress brand assets, KWT Global developed a mailer to entice media and share a more tangible representation of the brand’s stories. Each product within the mailer laddered back to the brand’s global challenges around food security, water scarcity, the future of cities and homes, connectivity, and health and wellness. Mailers were sent to key media outlets, influential business partners and employee ambassadors who helped champion the transformation.

The Results

Secured top-tier media coverage at launch in Bloomberg, Forbes, Quartz, Financial Times and Dow Jones, as well as trade publications such as Chemical Week, Chemical Engineering, and Plastics News. The pieces all highlighted how Orbia’s rebrand reflected its new purpose to make a positive impact through its business groups. Orbia was also named to the Fast Company Most Innovative Companies In Latin America list.