• by OMMA Editors , January 4, 2021

Greens know the mantra “reduce, reuse, recycle.” 3M has taken it to heart. It teamed with The New York Times to co-create a center spread in the main news section on Dec. 22. One side contained information on sustainability during the holidays. The flip side housed various kinds of decorative symbols. By coloring the images, readers created homemade wrapping paper. The partnership drove a 38% lift in brand familiarity and 25% lift in 3M as eco-aware. Less is more.