Archive for Green Advertising
Chipotle is Going Back to the Start: Marketing with Integrity
Posted by: | CommentsIn a day and age where fast food is made up of ingredients many of us are oblivious to, it is refreshing to see a company stand out from the rest and base their entire marketing mantra on a concept unfamiliar to many people in this fast paced, “I want it now” society we live in. The idea of “Going Back to the Start” is the face of Chipotle’s new viral marketing campaign aimed at informing consumers that there is such a thing as “food with integrity,” which is simply natural, family-grown or raised, and ultimately socially responsible.
An article by the Chicago Tribune discusses Chipotle’s recently released video featuring Willie Nelson’s rendition of Coldplay’s popular song, “The Scientist,” which depicts a small town farmer shifting away from his traditional farming roots and adopting an industrialized and unnatural method of cultivating his livestock. Eventually, the farmer realizes his original way of farming was far superior and decides to do the environmentally responsibly thing and “go back to the start.” Chipotle does an excellent job in getting people to think about the serious issue, while promoting its brand in the meantime.
The advertisement, which is intended to create somewhat of an emotional reaction to people viewing the harmful effects that industrialized farming brings with it, creates a sense of sadness and empathy for the farmer. It really gets people thinking about the differences between Chipotle as a fast food chain, as opposed to say, your typical McDonalds ad.
Sustainable farming, which Chipotle bases their entire positioning off of, “uses techniques such as crop rotation, soil conservation, natural fertilization and polyculture planting. In livestock production, they use pasture-based systems, feed animals what their bodies are designed to digest, and treat their animals humanely. Sustainable farms produce foods that are tastier and more nutritious than foods produced on factory farms, while also preserving the long-term health of our environment.”
Simply said, this is responsibility at its finest, despite the negative stereotypes that many fast food restaurants must battle. Chipotle seizes that opportunity in the marketplace to finally provide a fast food experience that defies the typical processed and unnatural methods of creating food and opts for an experience that provides healthy, fresh, locally grown, and socially responsible options. By raising awareness about what responsible farming is, they are fostering a need for healthy and naturally raised food that many people were unaware they had.
As many people are trying to do their part in going green and helping the environment in any little way, Chipotle has made the responsible choice. The powerful “Going Back to the Start” video sets the agenda that people should be concerned about where their food comes from originally. But, while many people may view this as just a healthy food option, when going to the roots of what Chipotle is really doing, they are keeping small family farmers in business and helping the economy along the way.
Many people may think, however, why haven’t I seen these advertisements? Chipotle is again set apart from the rest, they choose not to engage in heavy television or radio advertising, but instead to stick to simple movie-theater ad placements, word of mouth, and public event sponsoring to raise awareness of their brand’s positioning as an environmentally responsible company. These ads create a positive impact on those who view them, while informing and motivating consumers to learn more. Chipotle also discusses their farming methods and responsibility in using sustainable farming techniques all over their website in order to raise awareness about the importance of such a trend.
This popular concept of going-green, being environmentally responsible, and incorporating organically grown food helps Chipotle to solidify their standing as a company that truly cares about the implications of their actions. Their growing popularity and extreme success in the business world teaches other companies in the fast food industry that caring about the long-term effects of your business’ actions will carry with it many positive benefits.
In the case of Chipotle, this is truly marketing with integrity.
Chicago Tribune Original Article
Chipotle’s Webpage: Food With Integrity
Sustainable Table: The Daunting Techniques of Factory Farming
Imagination…Ecomagination at Work
Posted by: | CommentsDid you know that by submitting one photo that had water in it to GE’s ecoimagination website last year provided 480 gallons of clean drinking water to developing countries? By posting a wind photo, 4.5 KW hours of wind powered health clinics in rural Peru and by uploading a photo of light, 175 hours of solar power were given to families in East Timor. Through GE’s ecomagination website, GE encouraged a joint collaboration with Flickr members to take photos of these elements and “Tag Your Green” allowing for that one simple uploading of a photo affect lives across the globe. The campaign was very successful and GE achieved their goal of 10,000 photos for each nature element thus changing countless lives.
Since global warming and energy crisis have become buzzwords in the media, companies such as General Electric have decided to turn the negative connotations of the words to a call of action utilizing social media. Within doing this, they have created a branding moment that demonstrates their understanding for environmental concerns and how their brand in turn can contribute to a “greener” Earth by involving consumers. On the photoproject website, GE gives tribute to Social Vibe http://www.socialvibe.com/an engagement-marketing website whose belief is the brand should be in the hands of consumers. On SocialVibe’s website, the company portrays a large global cause platform that is meant to be indispensible to consumers. By pairing social media to contributing to the greater good, SocialVibe and General Electric have positioned the role of social media to become an agent of change.
Consumers are not only becoming the agents of change, but theopportunity to affect change is in their (the consumers) hands.
GE’s tagline is “Imagination at Work” and it is evident that their imagination is cognizant of the need to be relevant to the younger generation and the countless number of people who interact with social media daily. As evident of the 2010 campaign, they successfully completed their goal. By being aware of the use of social media in promoting a cause, the company is not only enacting change, but also linking their name to good works. General Electric does have quite an advantage for promoting a greener earth, but other companies could also join the cause of utilizing social media and sites such as Social Vibe to jumpstart change in the world. If by taking a picture of water, posting it on Flickr, and then GE’s website and that one photo changed the life of someone else in the world, think about what would happen if more companies joined in to this concept of taking social media to a whole other level. Imagination at Work.
Imagination at Work commercial: http://www.youtube.com/embed/CsW1JE4Hg14?rel=0
Subaru Sponsors NBC’s Green Week
Posted by: | CommentsFor most all consumers, the process of choosing among the numerous car brands and models and ultimately purchasing a car is a long one, which entails lots of information search, due to the high financial risk inherent in spending thousands on a car. Thus, although single car commercials are regarded as relatively weak in changing consumers’ attitudes, the collective force of all the commercials created for each brand is moderately powerful in helping to shape the brand image in consumers’ minds. The average consumer usually uses both cognitive and affective decision making when purchasing a car, with cognitive ultimately playing a more dominant role. Therefore, the attributes that advertisers highlight in commercials for cars can influence how consumers categorize different brands in their memories, which can then play a role in their decision-making process when the time comes for them to purchase a car. Acknowledging that car commercials do affect consumers’ consumption, be it in the near or distant future, the sponsorship of NBC’s Green Week by car manufacturer Subaru has major implications for viewers of NBC prime time, as well as NBCU-owned cable networks CNBC, MSNBC, NBC News, NBC Sports, SciFi Channel, Sundance Channel, Bravo, USA, Syfy. Part of its “Green is Universal program”, NBC’s Green Week is a two-week initiative which airs twice a year, during which green topics are integrated into the network’s shows. Though critics may call it a grand marketing scheme, Green Week does in fact do a lot of good. The integration of “green” storylines and topics into most all of the network’s programs – which represent a substantial group when all of the cable networks NBC owns are taken into account – at the very least raise awareness among TV viewers of “green” issues. As consumer behavior tells us, the first step to changing attitudes is to have the information be perceived, paid attention to, to then have consumers be motivated, able to, and have the opportunity to change their attitudes.
The sponsorship of Green Week by Subaru (as outlined in an article on Adweek.com), costing the car manufacturer a rumored $10 million, raises concern for future sponsorships of Green Week, or similar social issue initiatives, due to the effectiveness of the commercials as seen by the direct increase of likelihood of exposure. NBCU created the commercials for Subaru, which feature environmentally conscious Subaru owners, and seamlessly integrate the commercials into the beginning or end of the commercial breaks by somehow connecting the copy or dialogue used by the Subaru owners to the given NBC-owned network on which the commercial aired. Consumer behavior tells us that such a tactic can increase consumer’s exposure to a commercial for consumers will be more likely to watch a commercial at the beginning or end of the commercial break, as well as thinking the commercial is part of the show if the network’s logo is incorporated into the visuals. Subaru also benefits by being one of the few car manufacturers sponsoring Green Week, not allowing consumers to compare similarly environmentally-friendly car models manufactured by competing brands. In these Green Week commercials, Subaru frames its brand of cars as “environmentally-friendly,” specifically around the goal-derived category held by a growing number of consumers of decreasing their ecological footprint. By priming the “green” attributes of its cars in these commercials, which are so ingeniously integrated into a number of NBC’s extensive line-up of shows, Subaru frames its brand as being superior in that frame of mind (environmentally-friendly). Though the Toyota Prius has developed such a strong brand image as an environmentally friendly car, as well as the Smart Car, Subaru clearly foresees a stronger brand image and ultimately increases in sales – legitimate ends to justify the means of spending millions on this sponsorship. Subaru’s sponsorship of Green Week is an incredibly genius move by all those involved in its brand development and media planning. As media planners are constantly being forced to craft new ways of reaching consumers through ever-evolving mediums, this sponsorship is genius in both the increase in likelihood of exposure of consumers to Subaru’s Green Week commercials, as well as creation of a strong brand image in alignment with this green initiative. Consumers are lazy and do not pay attention to details, so merely seeing the Subaru logo as they fast-forward through the commercials of a program during Green Week can create the association between Subaru and their goal-derived category of “environmentally-friendly”.
The subtle yet important issue of responsibility herein is the agenda setting employed by Subaru of aligning itself with a green initiative to be associated with consumers’ goal-derived category of “environmentally-friendly” or similar associations in consumers’ minds. The sponsorship of Green Week has, according to an NBC analysis of Nielsen IAG data, brought Subaru increased recall of commercials by consumers, speaking to the effectiveness of the advertisements run during Green Week. Subaru therefore has a great responsibility to deliver on the brand image they are building so effectively through their Green Week sponsorship. Though one would hope that NBC conducts rigorous research in its selection of sponsors for Green Week to select those who are in fact “green,” it is possible for sponsors to be chosen due to greater financial offers to the network rather than on truly being “green.” This year’s Green Week sponsors all seem to practice what they preach in terms of employing “green” practices to be worthy of “green” images. But there lies a possibility for deception of consumers in similar initiatives by other networks or perhaps other companies outside the media world through sponsorship thereof by sponsors who do not truly deserve the “ruboff” the initiative’s image will have on their own brand image. This has major implications for consumers, who very well may make consumption decisions based on the associations they form about sponsors of initiatives like Green Week and “green.”
A link to one of the Subaru Green Week commercials posted on Facebook:
http://www.facebook.com/video/video.php?v=146365342077961
A PSA airing during Green Week:
Excretion Vision
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After seeing the photos Elizabeth posted creating awareness about environmental destruction, I thought I would try and find some good ones too.
However, when I came across this ad, I almost threw up. However it does get its point across. It may be over the top but sometimes that’s what you need to grab peoples attention.
This ad was done by the Greenfamily Youth Association of Environment Protection, who wants to bring attention to the fact that some places are still being polluted. They hope to “make people aware of the environmental protection issue.” And I think they will do very good job of that if enough people are exposed.
Coke Recycles
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In the recent years, Coca Cola has been pushing its recycling program. As one of the biggest beverage companies in the world, Coke sells millions of plastic bottles every year. Coke has recently released this ad where they highlight their recycling efforts. As many people may remember from the Sustainability Fair in the fall, Coke is going to great lengths to inform consumers of the company’s recycling efforts.
This message portrays many instances of consumer acquisition, use, and disposition of Coke products. It is able to appeal to consumers’ environmental values of preserving resources. By showing how every person that drinks a Coke product contributes to the company’s recycling efforts, Coke is able to address the perceived consumer effectiveness. This is also a very relevant message to consumers with the big cultural push of sustainability. With Coke showing how individual consumers can have a virtually effortless effect on sustainability through how they choose to dispose of Coke products, the company is able to portray a favorable brand image and company reputation to its thousands of consumers.
MTV Switch
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I want to start with the little known fact that I’m not a MTV fan. I haven’t turned on MTV since I was probably 16. But I came across this commercial which then brought me to the MTV switch website. I was blown away by the concept that a company that is generally known for is crazy tv shows, crude humor and much more was trying to educate their audience on what it means to “go green.” Now, obviously the “go green” theme is a little over used, but MTV has shown their audience what problem is out there and allowed the opportunity for the consumers to elaborate on this process and find solutions.
They also have a blog that allows readers to “GET INVOLVED – and find out what YOU can do to help the environment and STAY INFORMED – on the latest trends and fashions that are keeping the Earth clean and keeping you classy”
With their use of great music and visual aspects in their videos and site, it really engages the audience which leads to an interest to seek more information. I applaud MTVs efforts to reach out to the “unclean.” What other audiences could be reached by the media they watch?
Is there another organization that could help responsibly promote how to live e-friendly?
Goodwill and Levi Strauss “Care Tag” Partnership
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I just came across an article from MediaPost this afternoon and thought it was perfect for the AdVirtues website. Read the article here: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=116645
This is a new partnership effort between Goodwill and Levi Strauss to encourage consumers to donate their used clothing, rather than throwing it away. BBDO West conceived this idea (as part of their pro bono work for Goodwill). Beginning in 2010, Levi’s will include a this socially responsible message on their product “care tags” (see sample above).
I think it’s a simple idea and excellent effort to persuade consumers to be both less wasteful and more selfless with their consumption. But this does raise some questions: will it work? Will consumers really pay attention to the care tag in their clothing? Will it be sufficient motivation for them to change their pattern of behavior? I think a lot of that will depend on the strength of the viral marketing effort to get the word out. Notions of “social responsibility” and “sustainability” are trendy and much-hyped lately. Ultimately, I hope consumers will heed the “care tags” so that their behavior is consistent with their “talk”.
An innovative “sustainable marketing platform” in your closet
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EcoHanger Samples
Walmart promoting responsibility
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This commercial from Walmart poses interesting questions about the way consumers are now thinking about the way in which they aquire, use and dispose of products.
Walmart has been continuing a campaign that focuses around saving X-amount of dollars per year by buying and consuming Walmart products rather than other stores’ products. One example-eating breakfast items bought from Walmart instead of spending $5 a day per person at a drive-thru can save a family hundreds of dollars in a year.
Now, Walmart is going a step beyond encouraging the consumer to save money, and allowing the consumer to save money while helping the environment.
Consumption factors are main reasons behind the way in which a consumer buys. Walmart knows consumers want enviro-friendly products they can buy conveniently. Use is especially important here, because the product offered is one that consumers will buy on account that it can help the world as well as light the house.
I think ads like this are not only effective in engaging the consumer, but also really hone in on the fact that a lot of consumers are demanding green products.
Check out more ways Walmart is “going green” at walmartstores.com/sustainability.
Green Works
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When you think of cleaning products you typically think of harsh products such as bleach or cleaners that could be hazardous for our children. But Clorox has set out to change all of that. They recently came out with their Green Works products that are completely organic and biodegradable. The Clorox company took the problems of society today (our growing trash problem and our need for safe products) and translated that into a new product line that benefits the world and people all at the same time.
Not only does Clorox address the issues of the environment and family safety but they have taken it on themselves to help out families with tips and techniques of ridding the house of germs. On their website you can find practical advise for new moms, sick children, flu prevention and more. They take it one step further to help you understand how cleaning products work, their bleach, and their commitment to excellence and community.
Because being green has been a trend on the up lately one could easily dismiss the commercials of Green Works at first view but if you really look into their company you realize that they have been helping the environment in a positive way all along. I am so glad that they finally came out to show the world their values and safe effective products. Finally for effective word of mouth they have added a “Tell A Friend” button to their commercial page, so go ahead and forward your favorite commercials.
