Friday, January 13, 2006
It's Getting Crowded on the Environmental Bandwagon
By CLAUDIA DEUTSCH
Published: December 22, 2005 - NY Times.
Customers can't buy it. Shareholders can't invest in it. But a growing list of big-name companies appear to be spending ever-bigger chunks of their advertising budgets to promote it.
A General Electric elephant, for one, high-stepped on national television right after the company introduced its Ecomagination line of products last May, dancing for joy at how G.E. is "in step with nature." It has been followed by four product-specific environmental ads and a spate of print ads, and the company has a fresh Ecomagination campaign planned for next year. (BBDO, owned by the Omnicom Group, is the agency.)