Others greening their image:
•Nedbank. In one of the most direct examples of green marketing, this South African bank took the Grand Prix in the outdoor ad competition at Cannes this week for its Power to the People billboard. The sign has 10 solar panels, each generating 135 watts of electricity, that are powering the kitchen of a nearby primary school.
•GE. It began its Ecomagination campaign two years ago. The made-up word represents GE’s commitment to spend more than $1.5 billion developing eco-friendly polices and products, from clean coal technology to energy-efficient washing machines and light bulbs, by 2010.
The Ecomagination campaign of TV, print and Web executions, by BBDO in New York, will get nearly 100% of GE’s corporate ad budget this year.
“Ecomagination is a business initiative first and foremost,” says Judy Hu, general manager for corporate advertising. “We aren’t being charitable. We’re doing something that makes good business sense.”
•Timberland. The apparel and shoe company last fall began using shoe boxes of 100% recycled material and introduced a so-called nutritional label, similar to food labels, that list such things as the shoe’s environmental impact in areas such as renewable energy.
This spring, Timberland also added Green Index tags to five shoe lines. The tags give environmental ratings for each based on the impact on the climate of making the product, chemicals used to make it and its organic, renewable and recycled materials contents.
•PepsiCo. It has made a companywide commitment to environmental action such as using more solar energy at its facilities, recycling water and purchasing renewable energy credits that subsidize develop clean sources such as wind power.
Pepsi is a sponsor for the July 7 Live Earth concerts. Concertgoers who turn in Pepsi containers at stores at the concert venues get credit toward buying recycled products. For instance, at Giants Stadium in New Jersey, people can turn in cans and bottles for a messenger bag made from recycled material.
•EMP. The Lithuanian electronics recycler won a Silver Lion for media planning with a campaign encouraging people to turn in for recycling old electronics sitting unused in attics and garages.
EMP worked with Universal McCann to place old TVs on buses, with a message about how much space they waste.
The campaign also included e-mailing of videos showing funny ways people get rid of old electronics. They got substantial pass-along distribution and showed up on video-sharing websites.
via:: USA TODAY
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