From the Sector

Since 2018 the CHT Group has broken new ground in communication with BeSoEFFECTIVE. Complex chemical interrelations are translated into simple and hardly technical words in combination with stylistically clear pictures.

The Best Solutions ”BeSo“ were specifically tailored to the communication with the target group of textile brands and retailers and do therefore not only appeal classic B2B clients but are also visible and comprehensible for end consumers of textile goods. The agency RTS Rieger Team from Leinfelden-Echterdingen that had already supported the new brand identity of the CHT Group in 2017 assisted CHT again in developing and creating the BeSoEFFECTIVE concept. One year after its publication, the communication concept has now achieved great success. BeSoEffective was honoured with the GWA Effie Award 2019 in bronze in Frankfurt am Main on 14th November.

Since 1981 the Effie has been awarded for efficiency in marketing communication by the Gesamtverband Kommunikationsagenturen GWA (general association of communication agencies). It’s not exclusively the convincing look or content of campaigns that is honoured by the jury of experts with the GWA Effie Award but it’s rather the proven success and efficiency of such ideas and campaigns. By using the BeSoEFFECTIVE communication the CHT Group has so far increased the brands’ & retailers’ demand for innovative effects by about 30 %.

with CHT products are put in a nutshell by BeSoEFFECTIVE. The brand promise BeSo (”Best Solution“) is supplemented by an effect name deriving from the corresponding functionality – BeSoCOOL, BeSoFRESH or BeSoSMOOTH. Thus, each effect of the portfolio is given a uniform yet individual branding and a clear structure. The functionality of each effect is supplemented by pronounced and symbolic pictures which visually stress the benefits.

Eric Knehr, Head of Brand & Retail Service of the CHT Group states: “To us its of utmost importance to speak our target group’s language. Therefore, our BeSoEFFECTIVE campaign focuses on a clear communication with unique pictures and a uniform effect branding. Our customers’ positive reactions and this award prove, that our strong concept optimally supports our daily work as well as market and customer demands. However, it also puts the excellent performance of our innovative and sustainable effects into the right light."

For the cooperation with Lidl within the project “Biodegradable textiles with prints” the CHT Group developed innovative recyclable textile print products.

These Lidl textiles are produced with CHT print pastes and pigments and were certificated by the internationally active consulting institute EPEA GmbH - Part of Drees & Sommer according to the Cradle to Cradle Certified™ Gold Standard. With this pilot project the companies demonstrate their sense of responsibility for people and the environment as well as their commitment in the field of circular economy.

According to the Cradle to Cradle approach, shortly C2C, products shall merge into a biological or technical cycle after the end of their life cycle. This re-use helps prevent waste and save raw materials. The impact on the environment and health of all of the ingredients of C2C textiles is already tested in the design stage and during manufacturing. C2C experts additionally ensure a gapless control of the manufacturing processes. They check the chemicals in use, make sure that the water is kept clean and that renewable energies are used. Since this control affects the complete textile supply chain, it guarantees absolute transparency.

The CHT Group can now offer high quality and sustainable substitutes for common textile print pastes with its first biodegradable print pastes and pigments.