Green is in and marketers are upping the ante with some really innovative ideas. Some months back, I blogged about Coke getting into the skincare – and now, they’re heading into apparel. It doesn’t sound like much, after all, Pepsi did launch their line of clothes many years back and it flopped. It’s always tricky when it comes to managing brand extensions, after all just because Richard Branson and Virgin could do it doesn’t mean anyone can. There’s a limit to far you can stretch a brand…
So, how is Coke going to be successful when Pepsi failed? Well, first of all, Coke isn’t launching their t-shirt in a big way like Pepsi where boutiques were opened, etc. Rather, they will be leveraging off their network with Walmart to push t-shirts. Secondly, and here’s the how it will all make sense: the t-shirt coke will be marketing will be manufactured from their recycled soft drinks bottles! The material used to make Coke bottles, a polymer called PET, is actually the same materials that can be used to make clothes. Not only will Coke be able to recycle their bottles, the clothes produced will emit 75% less CO2. While it is unsure if this just a PR gimmick for Coke, the idea and act itself has truly ignited a good feel about Coke inspiring all businesses to start thinking green in a more innovative way.
So, how is Coke going to be successful when Pepsi failed? Well, first of all, Coke isn’t launching their t-shirt in a big way like Pepsi where boutiques were opened, etc. Rather, they will be leveraging off their network with Walmart to push t-shirts. Secondly, and here’s the how it will all make sense: the t-shirt coke will be marketing will be manufactured from their recycled soft drinks bottles! The material used to make Coke bottles, a polymer called PET, is actually the same materials that can be used to make clothes. Not only will Coke be able to recycle their bottles, the clothes produced will emit 75% less CO2. While it is unsure if this just a PR gimmick for Coke, the idea and act itself has truly ignited a good feel about Coke inspiring all businesses to start thinking green in a more innovative way.
Lush, a UK brand of “fresh made” cosmetics has also been rather innovate in their marketing campaigns. I really liked how creative they were when they pushed environmental awareness at their stores where they got their staff to wear dresses made of plastic bags! While creating awareness for business is a good thing, I am always interested to see how we as marketers can stretch “awareness” into “experience” and “action”. In this case, the Lush ladies hollered at passers by to turn in plastic bags in return for free samples of their products in their stores. This campaign was presumable better accepted by their staff compared to their previous request to go naked. Well, not quite but the world still got a great view of their butts.
