I was recently asked for a list of top-ten green marketing campaigns so here is mine in chronological order.
Some were created for large companies and some for small companies, but they all share in their innovation and how they changed the conversation about how to market green.
- Tide Coldwater Challenge: This landmark marketing campaign addressed the money saved by washing in cold water and the product’s deep cleaning and whitening abilities making green the ancillary benefit. The far-reaching campaign included national advertising, in-store programs, product sampling, a strong Internet presence, consumer promotions and strategic alliances. (2005)
- Jamie Oliver: Jamie Oliver, the outspoken English Chef and healthy food advocate, is a brand in an unto himself; he uses “disruptive media and public visibility” to communicate and motivate, creating a new kind of “infotainment.” (2006)
- Diesel Clothing “Global Warming Ready”: In print ads promoting its 2007 spring/summer collection, the Italian-based clothing company depicted landscapes transformed by environmental disaster, thus proving that green marketing and tongue in cheek humor, when done well, resonate with young audiences. (2007)
- GE EcoImagination: A massive multi-medium campaign for EcoImagination established GE’s green position in a competitive marketplace where credibility and believability were paramount to success. The resulting creative was simple, beautiful and compelling and delivered the message in engaging ways. (2008)
- HSBC “No Small Change”: A highly successful campaign elevated HSBC’s environmental credentials and consolidated their environmental leadership position; it exceeded all expectations without TV or radio. (2008)
- TOMS Shoes “Project Holiday”: For the month leading up to Christmas 2008, TOMS promoted their Project Holiday campaign to sell 30,000 pairs of shoes, so they could give the same number of protective rubber shoes to kids in Ethiopia. By the end of the campaign, they exceed their goal by 23% and raised unprecedented awareness for their cause – all without paid media. (2008)
- Toyota Prius “Harmony”: a fully integrated multi-medium campaign that showed how the Prius delivers extra power, space, safety, advanced technology and superior gas mileage. (2009)
- Timberland “Earthkeepers”: A global campaign showcasing the Earthkeepers collection of eco-friendly apparel that includes TV, print and retail ads, as well as social media and a microsite that uses 3D technology. (2009)
- Method “Just Say No To Jugs”: A cheeky campaign typical of Method’s marketing mocks mainstream cleaning products products as feeding a household’s “jug” habit. The campaign relied only on print and online ads. (2010)
- BMW Diesel “Ch-ch-changes”: A winning campaign launched at Superbowl XLV that communicated valuable information and a relevant message to the American audience about the environmental benefits and ch-ch-changes in diesel technology. (2011)