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Tui takes a stand

GREEN MARKETING

Spotted late 2012 in Taranaki, NZ: Tui beer takes a stand against fracking with their latest ‘yeah right’ billboards. Not sure Tui’s internal sustainability is all that noteworthy, but for brands that do have their house in order championing causes, especially those relevant to their own key impact areas, can be a successful strategy. Such an approach can help educate consumers and strengthen tribal bonds between a brand and its customer base.

Tui Billboard

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Dole risk-warning a flag for all marketers

ADVERTISING GREENWASH

1st August 2012

An investigation by the New Zealand Commerce Commission has led to Dole being issued with a compliance notice that they may be in breach of the Fair Trading Act on three separate counts relating to the company’s ‘Ethical Choice’ marketing scheme. Only the courts can decide if there has actually been a breach of the Fair Trading Act, with convicted companies liable for fines up to $200,000 and individuals up to $60,000.

The advice to Dole included:
Leaflet cover

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ASA rules foul on ‘eco-friendly’

ADVERTISING GREEN MARKETING GREENWASH SOCIAL AND ENVIRONMENTAL ETHICS

The Feb 2012 ASA decision against CRC clarifies ‘environmentally friendly’ can only be used in NZ relating to whole of life-cycle – product and packaging. CRC’s promotion of ADOS Greenstik glues was found in breach of the Advertising Standards code because it contravenes Basic Principle 1, that generalised claims can only be made in relation …

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Green marketing or greenwash?

GREEN MARKETING GREENWASH

What are Shell Oil trying to achieve in this sponsorship of the zero-waste rubbish sorting bins at WOMAD NZ 2011.

I sponsoring the festival ok but does this step over the line into green-wash – trying to appear more sustainable than they are?
Shell sponsor Zero waste at Womad

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