'False' green ad complaints rise
I cannot for the life of me understand why it gets done or what is in the heads of those who think they can get away with it.,
Do they not realise that by creating a near automatic aura of doubt on anything conveying a green message by such actions, far from leading us (the public, authorities and commercial world) towards a mutually rewarding era of environmentally (and financially) rewarding relationships, these cynical efforts are simply making it more difficult and stealing time that is already precious to effect changes in public behaviour?
There are clear guidelines out there, but a weekly read of the ASA adjudications makes depressing reading as to the motives and/or competence of those involved.
I'm not big on negativity, but I'm seriously thinking of creating a 'wall of sLime' on Junkk.com where these examples get hung up for all to see, along with the names of those involved in their creation.
Joel Makover - The Greening of P.R.: Read All About It
'The world of public relations has discovered green with a vengeance, and the big global firms seem locked, loaded, and ready to fire up their drum beating.'
Consider a just-released survey by Ipsos Reid, which found that "Consumers appear to be wary of companies who label their products as being 'green', or environmentally friendly." The study found that seven in ten (70%) Americans either "strongly" (12%) or "somewhat" agree (58%) that "when companies call a product 'green' (meaning better for the environment), it is usually just a marketing tactic."
These P.R. firms will have their work cut out for them.
I'm not the only one with a watching brief, it seems.
ASA
Indy - Innocent found guilty of making false health claims - Why on earth would they do it? Great product. Great brand. Great reputation. But then they have grown to a size where there are scores of levels of munchkins vying for their place in the corporate pie. I had high hopes of getting something meaningful going with both Junkk.com and RE:tie vis a vis their commitment to re-everything, but hit a wall of trendy young things in the 'marketing' dept. who seemed unable to take a message let alone pass it on. Sad.
Brand republic - Smoothies ad pulled up over detox claims
Guardian - Innocent found guilty over smoothie health claims - well, there's no such thing as ...
Indy - Can you not know that you are using forced labour? - Not really my usual cuppa this guy, but he kinda nails it. And OK, it isn't really right for this post, either.
Mad - Lost innocence
I think all it does is show how size can create all sorts of problems.
It is hard to imagine that in leaner times those running the show would not be on top of such things. But now there will be layer upon layer of departmental munchkins (just try getting past the bananaphone to talk to a sensible decision maker without getting all sorts of folk running turf interference these days) jockeying to make their mark, so such things creep in.
As to the McDonalds hook up... what is the problem? Surely getting something healthy...ier in there is better than nothing? And if one is of a campaigning bent, better to work from within than standing outside shouting all or nothing impracticalities. And who, beyond the media, are these excitable folk who can get so turned off by such commercial decisions? I felt the same way over the hoo-haa that Anita Roddick had flogged off Body Shop. It was hers to do with as she felt. And if feeling generous (if change was her aim) was the risk of comprising the Body Shop brand not worth elevated the aspirations of the parent ?
Mind you, it can create some fun. I suspect those who bought out Ben & Jerry's haven't a clue what is going on sometimes: link
Brand Republic - NOT SO INNOCENT
I was going to post but it was more question so forgive me taking the more direct route.
Having had a rather frustrating time of late with innocent (there are aspects of our businesses that suggest(ed) synergy), which I have pretty much identified with their growth curve out-stripping their original (and, I believe, sincerely held) stated desire to not be like the rest, your comment resonated.
However, as I blogged (link above), I laid this more at the door corporate B*****cks and gatekeeper culture. But you seem to be suggesting that there is something more predictable than even this. You would not have written what you did had you not believed it, but I must say I am surprised that marketing gurus, much less those whose hunger has pushed them to darker places, could simply feel the risk of such a strategy could be worth it.
Look how much damage this one small thing has created for the brand, versus what minute % increase they may have generated overstated the benefits of this product.
I truly hope you are wrong. But fear you may be right.
Guardian - Hot air
I'm holding my breath.
Just as a precaution, mind.
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