The industry’s social purpose organisation, UnLtd, has announced the launch of a public-facing social enterprise called Little Colossus.
Little Colossus will commence distribution in the first quarter of 2021, launching with a hot and cold tea range and 100% owned by UnLtd.
The Little Colossus board
Little Colossus has already begun to build a partner ecosystem, and a board of directors has been appointed to support the creation, marketing and distribution of consumer products, with proceeds from sales going to support the mental health of young Australians.
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Chaired by Kerry McCabe, Founder of UnLtd and CEO of Athletes Voice, the board is made up of experts from the media and marketing industry, entrepreneurs and social purpose experts.
McCabe said he is excited to be part of a move to market consumer products to fund programs to help young people.
“Mental fitness is the biggest concern facing young Australians today and suicide remains the biggest killer of precious young lives in this country,” he said.
“As evidenced by UnLtd’s success over the past 15 years, when our industry comes together behind a cause, great things happen.”
Former UnLtd head of events Jenni Hayward comes on board as general manager. She said the new enterprise is key to giving consumers “an easy way to make a difference and help improve the mental health of young Australians”.
“Through the work we’ve done at UnLtd and in my personal life, I’ve seen first-hand the devastating impact untreated mental ill-health and suicide can have. We also know that consumers, especially the younger generation, are looking for products with purpose,” Hayward added.
Chair Kerry McCabe and GM Jenni Hayward
Little Colossus corporate partners include OMD as media agency partner, The Monkeys as creative partner, Maud as branding and design partner, One Green Bean as PR and communications partner, We Are Social as social media partner, FJORD as CX partner, Accenture Interactive as technology partner, Venture Consulting as strategy partner and Allen & Overy as legal partner.
Nine chief sales officer Michael Stephenson said: “Little Colossus is an excellent example of what can be achieved when our industry comes together.
“Not only will we be launching an innovative new product, but our range of teas will raise funds to help improve youth mental health. It’s fantastic seeing people and companies from across our industry supporting the launch of the product and working together for the greater good.”
ADMA CMO and Little Colossus director, Jenny Williams, added: “I’m so excited to be bringing my expertise to help launch Little Colossus to the B2C market and to help generate funds for such an important cause.
“As a mum, protecting the mental wellbeing of our children and young people is something that is extremely close to my heart and I’m proud to take part in something that will make a massive difference to so many young people.”
Little Colossus’ other directors are: Fabio Buresti, chief strategy officer, The Monkeys; Hannah Spilva, founder, LVLY; Nic Halley, founder, Mindbox; Kat Dunn, board member and former CEO, Grameen Australia; Paul Connell, CMO, Naked Wines; Ellie Rogers, agency director ANZ, Facebook; Michael Stephenson, chief sales officer, Nine; Marlee Silva, founder, Tiddas 4 Tiddas; Justin Graham, CEO, M&C Saatchi; Mark Britt, co-founder, iFlix; Carolyn Fox, investor relations, Pacific Equity Partners; Rachel Tikey, commercial director, Pedestrian and Chris Freel, CEO, UnLtd.
The consumer facing brand and product range will be revealed in November with product sales starting in early 2021.