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Found 131 stories. Page 6 of 7.

Five Human Aspirations That Hold the Future for Brands
Five Human Aspirations That Hold the Future for Brands

PRODUCT, SERVICE & DESIGN INNOVATION - We marketers can be obsessed with generational trends. How many meetings have you had lately on what Millennials think of your brand? Or what Generation Z means for your digital strategy?And yet, while important, we may be asking the wrong questions — or at least seeking insights and revelations in the wrong place.

How to Utilize Cities as Partners, Customers for New Sustainable Solutions: The City Perspective
How to Utilize Cities as Partners, Customers for New Sustainable Solutions: The City Perspective

THE NEXT ECONOMY - “Use your city as a platform,” opened moderator and CSO for the City of Palo Alto Gil Friend.While local governments have gotten the bad reputation of being slow, bureaucratic animals, the panelists, representing four major cities across the United States — including Los Angeles and New York City- presented the business case for corporations to integrate their sustainability efforts with their cities for the success of shared goals.

How to Avoid the Social Media *Fails* That Hit at the Heart of Sustainability
How to Avoid the Social Media *Fails* That Hit at the Heart of Sustainability

MARKETING AND COMMS - Reputation, in a world where social media is the mainstream, can no longer be seen as just a “hygiene” issue where corporate comms and PR agencies handle a few annoying but easily identifiable stakeholders. Instead, when the whole online world can see and comment on your dirty laundry, reputation actually becomes a fundamental part of sustainability. Not least because, all too often, a corporate transgression has a direct effect on the wellbeing of customers, greater society or the planet.

WWF Turning Tweets to Donations with #EndangeredEmoji Twitter Campaign
WWF Turning Tweets to Donations with #EndangeredEmoji Twitter Campaign

MARKETING AND COMMS - Last week, just as TOMS Shoes began enabling socially conscious shoppers to make an impact — for free — through its One Day Without Shoes campaign, WWF launched its first ever emoji-based crowdfunding campaign to help support the organization’s work to protect endangered species and their habitats.

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Just Because It's a Good Cause Doesn't Mean Your Marketing Shouldn't Be Edgy
Just Because It's a Good Cause Doesn't Mean Your Marketing Shouldn't Be Edgy

MARKETING AND COMMS - Bulging biceps, spray-tans, beer bongs, and a plea to save a sub-culture enshrined on the Jersey Shore: This is not your typical dairy ad. And yet that is what made Organic Valley’s "Save the Bros" campaign so breakthrough when it launched last month.

Canadian Fair Trade Network Labels Tell ‘the Whole Story’ About How Our Clothes Are Made
Canadian Fair Trade Network Labels Tell ‘the Whole Story’ About How Our Clothes Are Made

MARKETING AND COMMS - The Canadian Fair Trade Network (CFTN), a non-profit organization that works with civil society and industry stakeholders to advance awareness and support for fair trade in Canada, has teamed up with Rethink Canada on a series of clothing labels highlighting the devastating conditions that persist for many workers in garment factories around the world.The powerful ad campaign, “The Label Doesn’t Tell the Whole Story,” depicts clothing tags on a suit jacket, sweater and hoodie that reveal much more than the size and fabric mix of the garments (click to enlarge images).

Can FNV Do for Produce What Finger-Wagging Hasn't?
Can FNV Do for Produce What Finger-Wagging Hasn't?

BEHAVIOR CHANGE - Parents have known from time immemorial that fruits and vegetables are good for their children and that everyone should eat more of them. Now, they’re getting more help in their quest than ever before from the federal government, celebrities and Madison Avenue.

As Carnival Starts in Brazil, Skol Sensibly Pulls Misguided Adverts
As Carnival Starts in Brazil, Skol Sensibly Pulls Misguided Adverts

MARKETING AND COMMS - It’s now carnival in Brazil, a week when the population puts away its troubles and heads to the beaches and streets in a glorious celebration of dancing, music and life.So a few weeks ago some bright spark at Skol, one of the best-selling lagers here, drunk by millions — owned by Brazilian brewer Ambev — decided to throw away the rule book on advertising alcohol. They must have thought that all that stuff about ‘drink in moderation’ and ‘don’t drink and drive’ such a bore … They must have thought, ‘Stuff it, let’s have an outdoor advertising campaign that tells people to just go mental, abandon all moral codes and ethics, and go totally wild and say yes to everything.’

Marketers Cleverly Crafting Brand Messaging to Broaden Appeal of Better Products
Marketers Cleverly Crafting Brand Messaging to Broaden Appeal of Better Products

MARKETING AND COMMS - As Super Bowl XLIX shapes up to kick off on Sunday, NBC is selling 30-second spots for $4.4-4.5 million, and 95 percent of in-game ad inventory is already sold on what has become digital advertising’s biggest day.By leveraging a massive event such as the Super Bowl, which last year set a record as the most-watched American television program in history with an average audience of 111.5 million viewers, more marketers are betting millions on shifting those viewers’ perception and understanding of sustainability with their carefully crafted ads.

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Marketing for Good: Breaking Down the Barrier to New
Marketing for Good: Breaking Down the Barrier to New

MARKETING AND COMMS - I had a fascinating conversation this morning with Guy Dauncey, a futurist and big brain in the sustainability field. Guy is writing his latest book, a novel that projects us into the Vancouver of 2040. His vision isn’t apocalyptic — it describes how we as a civilization finally came around to embrace ‘new,’ and turn it into post-fossil-fuel prosperity. Inspiring stuff, especially when the vision is supported by the science Dauncey painstakingly assembles.

'This Girl Can' Campaign Empowering Women of All Shapes and Sizes to Get Active
'This Girl Can' Campaign Empowering Women of All Shapes and Sizes to Get Active

MARKETING AND COMMS - Sport England, previously known as the English Sports Council, has launched an ad campaign called “This Girl Can,” which uses real women to promote exercise among females.The campaign’s first 90-second film, aiming to inspire women of all shapes and sizes to get off the couch, has generated more than 2.9 million views on YouTube in its first week and trended at number two on Twitter. FCB Inferno, the London agency behind the film, described it as "a celebration of active women designed to make the attainable aspirational."

PepsiCo Reacts to New Ads Slamming Doritos Over Lax Palm Oil Policy
PepsiCo Reacts to New Ads Slamming Doritos Over Lax Palm Oil Policy

BEHAVIOR CHANGE - On Tuesday, SumOfUs, an international consumer advocacy organization, released a new parody video — in conjunction with Doritos’ annual “Crash the Super Bowl” commercial competition — that calls out Doritos and its parent company, PepsiCo, for use of unsustainable palm oil in Doritos products and the subsequent destruction caused to Southeast Asian rainforests, species and communities. The video, called “A Cheesy Love Story — The Ad Doritos Don't Want You to See,” has reached almost a million views across Facebook and YouTube since it went live on Tuesday.

Africa United Campaign Uses Football Analogy to Help West Africans Tackle Ebola
Africa United Campaign Uses Football Analogy to Help West Africans Tackle Ebola

MARKETING AND COMMS - At the Official Draw for the 2015 OrangeTM Africa Cup of Nations today, the Confederation of African Football (CAF) joined football (soccer) stars, celebrities, international health organizations and corporations to announce the launch of Africa United, a global health communications campaign aimed at preventing the spread of Ebola in West Africa. The campaign, which is supported by the U.S. Centers for Disease Control and Prevention (CDC) Foundation and driven creatively by actor Idris Elba, is designed to recognize the vital role of frontline healthcare workers, as well as to provide critical education and resources for the people of West Africa.

Effie, WEF Announce Inaugural Call for Entries for Positive Change Award
Effie, WEF Announce Inaugural Call for Entries for Positive Change Award

MARKETING AND COMMS - Effie Worldwide and the World Economic Forum (WEF) have announced the inaugural call for entries for The Positive Change Effie Award, which recognizes and celebrates the most effective marketing programs that have measurably shifted consumer behavior toward more sustainable choices, and/or grown demand for more sustainable products and services by incorporating sustainability as a part of their marketing communications.The call for entries opened in September, and the deadline period runs from December 4, 2014 to January 12, 2015.

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#SB14London: Are Marketing and Sustainability Like Oil and Water?
#SB14London: Are Marketing and Sustainability Like Oil and Water?

COLLABORATION - Virginie Helias, Global Sustainability Director at Procter & Gamble, opened this Monday afternoon session talking about how to bridge the existing gap between marketing and sustainability.P&G is a company targeting 5 billion people. Its marketing approach used to be “traditional,” often focused on its products’ performances, but over the years found that some of its ads were not effective anymore. As a consequence, the company decided to move out from its comfort zone and to articulate new messaging that better engaged its customers.

Montague's 'Storydoing' the Antidote to Bland Ad Messaging, Artificial Brand Positioning
Montague's 'Storydoing' the Antidote to Bland Ad Messaging, Artificial Brand Positioning

MARKETING AND COMMS - This Monday afternoon workshop offered great insight into the way innovative and successful companies have made the transformation from a culture of Storytelling to one of “Storydoing.” For those not familiar with the term, Ty Montague (author of True Story: How to Combine Story and Action to Transform Your Business) set the scene by doing just that, and telling us a story.

4,000 Endangered Species Condoms Headed to Most Romantic US Cities for Valentine's Day
4,000 Endangered Species Condoms Headed to Most Romantic US Cities for Valentine's Day

MARKETING AND COMMS - The Center for Biological Diversity, a nonprofit conservation organization based in the US, will take full advantage of the love in the air this Valentine’s Day by disseminating 4,000 free Endangered Species Condoms to eight of the most romantic getaway cities in North America. From Bar Harbor, Maine, to Santa Fe, N.M., the condoms will be given away by volunteers to playfully raise awareness about how runaway human population growth is affecting endangered species around the globe.

Attention, Advertisers: Are You Sure You Want to Place Your Ad There?
Attention, Advertisers: Are You Sure You Want to Place Your Ad There?

LEADERSHIP - Finding the right media partners for your advertising dollars is a critical part of any brand’s market success. It’s a competitive landscape with new and traditional advertising mediums vying for consumer attention as well as your coveted marketing dollars. And for any brand that is a leader in sustainability, partnering with media outlets that complement your values and sustainability positioning is important.

IKEA Selling Sustainable Consumption in New 'Wonderful Everyday' Campaign
IKEA Selling Sustainable Consumption in New 'Wonderful Everyday' Campaign

MARKETING AND COMMS - IKEA is launching a new marketing campaign in the UK this weekend called “The Wonderful Everyday,” which will explain the brand’s values and sustainability ethos to consumers, according to Marketing Week.The first ads, which launch tomorrow (February 8), mark the Swedish retailer’s first sustainability-focused campaign. Created by Mother, the UK’s largest independent ad agency, the first TV and radio spots will focus on touting energy-saving LEDs as an alternative to incandescent lightbulbs, which IKEA has committed to phasing out by 2016.

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Subway Joins First Lady in Promoting Healthy Food to Kids by 'Powering Playtime with Veggies'
Subway Joins First Lady in Promoting Healthy Food to Kids by 'Powering Playtime with Veggies'

BEHAVIOR CHANGE - In the latest in a string of recent efforts to engage children in the joys of healthy eating, First Lady Michelle Obama announced last week that Subway® restaurants has joined the Partnership for a Healthier America (PHA) and Mrs. Obama’s Let’s Move! initiative in a three-year commitment to promote healthier food choices to kids. As part of its commitment, Subway will launch a series of fun, engaging campaigns aimed at increasing fruit and vegetable consumption in children; set and implement new marketing standards to kids; and strengthen its children’s menu offerings, which the chain says are already nutritious.

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