Can sustainability be a clear and distinct positioning platform? Can sustainability act as a strategic differentiator in a crowded and fragmented category? There is some strong evidence emerging that it can be both, i.e. a positioning platform that can provide competitive advantage in hyper-competitive categories. Brands under Unilever’s “Sustainable Living Plan” strategy accounted for more …
I got to admit as a teenager my first deodorant was Axe Musk. Yeah, you can ridicule me, but imagine a teenage boy pumped with testosteron watching the overtly sexist campaigns featuring the commercial version of paradise full of turned-on women not virgins that’s like kicking in an open door. For the multinational Unilever under …
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Sri Lanka’s national English daily Ceylon Today has part of their initiative to encourage and highlight the importance of recycling, launched a series of ‘Afterlife’ ads. Even though, Sri Lankans frequently recycles, they only recycle in big quantities, forgetting the tiny pieces of paper. Ceylon Today made it their mission to put Sri Lanka on …
BMW has found a great issue to solve with “The Animal Detecting Billboards”. The billboards were temporally installed on roadways at dangerous wildlife crossing areas in the spring, which is the most likely time for road kill accidents to happen. Combining LED Billboards, BMW Night Vision technology and the data generated from prior road kill …
Entega is Germany’s second largest supplier of green energy, but unfortunately not very well known. Their challenge was to achieve nationwide awareness of the Entega brand and their attitude, on a small budget that did not allow the use of traditional media. And so they did the unexpected – encouraging the public to come and …
In an innovative initiative, Electrolux has made five fully-functional vacuum cleaners from plastic garbage reclaimed from the sea. This was done in order to highlight the huge problem our seas are facing with pollution and garbage, but also to raise awareness about the lack of recyclable plastics available on land. Built upon the base of …
After noticing that a large amount of the environmental impact of their products was at the hands of consumers, Levi’s introduced the Care Tag For Our Planet. The care tags inside the garments encouraged the end-users of their products to not only wash their clothes at a lower temperature and line dry where possible, but …
Just where is your rubbish ending up? In order to reduce the amount of litter around McDonald’s restaurants, McDonald’s decided to put the problem in the hands of the consumer. Rather than the usual paper insert in their trays, various environmental scenes were printed on the paper. This showed consumers, quite literally what their rubbish …
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