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Would You Swipe Right for a Monkey? The Body Shop Trials ‘Gorilla’ Marketing on Tinder
Would You Swipe Right for a Monkey? The Body Shop Trials ‘Gorilla’ Marketing on Tinder

MARKETING AND COMMS - This month, Canadians may have noticed that The Body Shop has been monkeying around on the dating app Tinder. The brand has created a profile for Reggie, a Red Shanked Douc monkey from Vietnam, as part of a new ‘gorilla’ marketing initiative to promote its new Bio-Bridges program. Since it was announced in May, the program has been promoted through the ‘Help Reggie Find Love’ campaign, online and in-stores. The playful campaign is intended to raise awareness around the challenges that monkeys and other endangered species face in living safely and finding a mate.

Play Through Heineken’s Sustainability Highlights from Ship to Concert in Its New Online Game
Play Through Heineken’s Sustainability Highlights from Ship to Concert in Its New Online Game

PRODUCT, SERVICE & DESIGN INNOVATION - Heineken released its 2015 sustainability report back in April, along with a ‘Frank’ distillation video featuring Dutch rapper and vocal artist Kevin “Blaxtar” de Rendamie. This week, Heineken USA launched another unique engagement experiment to share its sustainability highlights: a first-of-its-kind interactive online experience.

Chipotle Hopes to Reassure Customers with ‘A Love Story’
Chipotle Hopes to Reassure Customers with ‘A Love Story’

MARKETING AND COMMS - Will the power of love help Chipotle recover from its food safety woes, defecting customers and still-struggling stock price? The fast casual restaurant chain has once again produced an original animated short film in an attempt to advocate for fresh, unprocessed ingredients and ‘cultivating a better world.’

Diageo Aiming to Drive Home Dangers of Drunk Driving with Immersive VR Experience
Diageo Aiming to Drive Home Dangers of Drunk Driving with Immersive VR Experience

BEHAVIOR CHANGE - Alcohol giant Diageo — whose brands include Johnnie Walker, Crown Royal, Bulleit and Buchanan’s whiskies; and Smirnoff, Cîroc and Ketel One vodkas; along with Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness — recently announced plans to roll out a first-of-its-kind immersive virtual reality (VR) technology that will allow consumers of legal drinking age to experience the many pitfalls associated with irresponsible drinking.

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The Hubbub on Anti-Litter Campaigns: New Website Showcases Best Practices
The Hubbub on Anti-Litter Campaigns: New Website Showcases Best Practices

BEHAVIOR CHANGE - Behavior change charity Hubbub has launched a new global website designed to aid councils and businesses who are looking for solutions in their fight to tackle litter. Complete with statistics on impact and costs per campaign, the charity hopes the website will help reduce wasteful spending by providing guidance on best practices and inspiration.

How Marketing Teams Can Appreciate, Apply, Amplify Sustainability Priorities
How Marketing Teams Can Appreciate, Apply, Amplify Sustainability Priorities

MARKETING AND COMMS - It’s no secret that the audience at any Sustainable Brands conference lives and breathes social impact. From CSR strategists to climate change experts to sustainability technicians, our careers are devoted to integrating business and social purpose to make the world a better place. Ricardo Caceres, Global Marketing Director of Sustainability at The Coca-Cola Company, knows he is preaching to the choir. When he says, “We must shift sustainability from a technical to a humanizing conversation to unlock marketing value,” heads around the room nod in agreement. He’s speaking our language – the challenge of connecting the dots between sustainability imperatives, and marketing and business goals.

Social Media an Invaluable Tool for Helping Conscious Consumers Live Even More Consciously
Social Media an Invaluable Tool for Helping Conscious Consumers Live Even More Consciously

BEHAVIOR CHANGE - With hundreds of millions of individuals logging into social media accounts every day, using the medium as a platform for social change and activism is just common sense. Today, about 61 percent of consumers use social platforms to learn about sustainability issues. In this open forum-style digital environment, consumers are able to have open conversations about corporate social responsibility and other salient subjects in sustainability.

World’s First ‘Live Stream’ Billboard PSA Campaign Will Promote Recycling Across the U.S.
World’s First ‘Live Stream’ Billboard PSA Campaign Will Promote Recycling Across the U.S.

WASTE NOT - One of North America’s largest outdoor advertising companies is partnering with a non-profit on the world’s first-ever live-stream billboard campaign. Lamar Advertising Company is donating the use of hundreds of digital billboards across the United States at no cost to Recycle Across America (RAA) to promote its “Let’s recycle right!” campaign during a live-streamed photo shoot event on April 21, 2016 and throughout Earth Week.

Disney, Recyclebank Extol the 'Magic of Conservation' to Encourage Kids to Recycle, Respect Environment
Disney, Recyclebank Extol the 'Magic of Conservation' to Encourage Kids to Recycle, Respect Environment

BEHAVIOR CHANGE - A new collaboration between Disney and Recyclebank, a Marketing-as-a-Service (MaaS) company that promotes sustainable behavior change, “hopes to inspire teachable moments with kids and families” across the U.S. and encourage recycling through the magic of Disney storytelling and characters.

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Blaxtar Offers 'Frank' Distillation of Heineken's Sustainability Progress in New Video
Blaxtar Offers 'Frank' Distillation of Heineken's Sustainability Progress in New Video

PRODUCT, SERVICE & DESIGN INNOVATION - Move over Prince Ea, there's a new spoken word artist promoting sustainability. To help reach a wider audience for its newly-released 2015 sustainability report, Heineken recruited Dutch rapper and vocal artist Kevin "Blaxtar" de Randamie to transform the report into his own artistic expression.

Apparel Startup Forgoes Ad Budget to Plant Trees, Feed Kids, Provide Water
Apparel Startup Forgoes Ad Budget to Plant Trees, Feed Kids, Provide Water

PRODUCT, SERVICE & DESIGN INNOVATION - When you’re shopping for your next hoodie, this startup is hoping you’ll choose to plant as many as 93 trees: ch8se (choose) is a new experimental fashion brand from Amsterdam that has decided to donate its would-be advertising budget towards planting trees or providing food or water to those in need. “This is an attempt to democratise consumer activism. We believe that conscious consumerism is our most effective tool for making a change and it's currently extremely under-utilized,” ch8se co-founder David Eros told Sustainable Brands in an e-mail.

Ad Campaign Encourages Creatives to Think Beyond Consumerism
Ad Campaign Encourages Creatives to Think Beyond Consumerism

MARKETING AND COMMS - Artist network Brandalism believes that the talent, energy and creativity of ad agency employees is “sinking into an ever-expanding black hole.” The network recently launched a campaign to appeal to those who feel the same, by placing several posters in front of ad agency offices in Manchester and London.

Utility Companies Turn to ‘PR Guru’ for Help Cleaning Up Their Reputation
Utility Companies Turn to ‘PR Guru’ for Help Cleaning Up Their Reputation

CLEANTECH - The trade organization representing investor-owned electric companies, the Edison Electric Institute (EEI), has hired a communications consultant who will help utilities rebrand themselves into something more appealing to the public. The changes will include shifts in messaging, such as from “utility-scale solar” to “community solar.” A new communication plan is expected to be presented to the organization’s members within a month.

Americans #DidntNotice When Kraft Mac & Cheese Went All-Natural: A Great Lesson for Big Food
Americans #DidntNotice When Kraft Mac & Cheese Went All-Natural: A Great Lesson for Big Food

PRODUCT, SERVICE & DESIGN INNOVATION - Kraft Heinz followed through on its promise to remove artificial flavors, preservatives and dyes from its iconic macaroni and cheese – three months ago. In what the company is calling “the world’s largest ‘blind taste test,’” Kraft Mac & Cheese quietly changed its recipe and the ingredients listed on the box in December, and sold over 50 million boxes before making a formal announcement about it.

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How the World's Best Companies Demonstrate Their Sense of Purpose
How the World's Best Companies Demonstrate Their Sense of Purpose

MARKETING AND COMMS - How do you communicate your company's sense of purpose — what you stand for in simple terms — in a way that is authentic, transparent and honest? Increasingly, the answer for many of the world's biggest companies is to highlight their sustainability work. Why sustainability? Well, sustainability, after all, is rooted in doing business in a transparent and authentic way. And, in today’s always-on, smarter-than-before society, pledging to be a better company just won’t cut it. You have to demonstrate how your company’s purpose is creating a tangibly better experience.

PSA Illustrates Potentially Hairy Effects of China's Air Pollution
PSA Illustrates Potentially Hairy Effects of China's Air Pollution

MARKETING AND COMMS - Air pollution in China is unavoidable, and a huge health problem. Last year, a Berkeley Earth study found that deaths related to the main air pollutant, PM2.5 particles, total 1.6 million a year or 17 percent of China’s mortality rate.

Union of Concerned Scientists Ad Presses Presidential Candidates on Climate Threat
Union of Concerned Scientists Ad Presses Presidential Candidates on Climate Threat

LEADERSHIP - Over the next month, the Manchester Boston Regional Airport in New Hampshire’s five video screens will regularly show an animated ad depicting the state’s four leading presidential candidates with tides rising to their waists from climate-induced sea level rise. The 10-second spot asks, “How will you deal with sea level rise in New Hampshire?” and is expected to be seen by the candidates, their teams, and the press as they arrive for the GOP presidential debate on February 6 and primary on February 9.

FTC Fines 4 Major Retailers Collective $1.3M for Falsely Labeling Rayon Textiles as 'Bamboo'
FTC Fines 4 Major Retailers Collective $1.3M for Falsely Labeling Rayon Textiles as 'Bamboo'

MARKETING AND COMMS - The Federal Trade Commission announced complaints and proposed court orders barring four national retailers from mislabeling and advertising rayon textiles as made of “bamboo,” and requiring them to pay civil penalties totaling $1.3 million.

Colgate Hoping to Rally Super Bowl Viewers to Save Water with Debut Ad
Colgate Hoping to Rally Super Bowl Viewers to Save Water with Debut Ad

BEHAVIOR CHANGE - Colgate toothpastes and toothbrushes will not be the focus of the brand’s first-ever Super Bowl advertisement. Rather, it will be using its airtime to remind viewers to turn off the tap when brushing their teeth.

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How to (and How Not to) Use Humour, 'Macho-Eco' Identities to Communicate Sustainability
How to (and How Not to) Use Humour, 'Macho-Eco' Identities to Communicate Sustainability

MARKETING AND COMMS - This Tuesday afternoon breakout session saw Thomas Kolster, founder and creative director at the Goodvertising Agency, and Kerry Eustice, Editorial Partnerships Editor at The Guardian Sustainable Business, share their perspectives on changing the conversation around sustainability values.Early on, Kolster asserted that sustainability advertising is not doing enough to drive change, as it tends to be less engaging than other advertising messages. He and Eustice discussed dos, don’ts and new approaches that could change the way the message of sustainability is communicated.

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