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Charmin app makes it easier to go on the go

By on Sep 18, 2014 in Apps, Brand Campaign, Case Studies, Communication, Companies, Issues, P&G, Sustainability Marketing, Wellbeing | 0 comments

Company – Procter & Gamble Country – USA 2009 If there’s one thing that unites humanity in a common cause, it’s that everybody poops. Procter & Gamble Toilet paper brand Charmin is already at an advantage, then, manufacturing a product that most of humanity uses on a daily basis. Instead of marketing its own product, however, Charmin created brand usefulness with its ‘Sit or Squat’ campaign, a project that captures user reviews of public toilets around the world and makes the data accessible via smart phone app, so users know ‘where to go when they need to go’ (preferably a ‘sit’ location), or leave a review of a facility to avoid (a ‘squat’ location). The Storytelling The campaign has been around since 2009, and it’s evolved alongside developments in smart phone and social technology, so it’s just as useful today as it was upon its launch some years ago – if not...

When Greenpeace put Dove to the Onslaughter

By on Sep 17, 2014 in Brand Campaign, Case Studies, Companies, Consumer Goods, Greenpeace, Issues, Reputation, Sourcing, Unilever | 0 comments

Company: Unilever Country: UK, Netherlands NGO: Greenpeace Campaign: Dove Onslaught(er) Date: 2008 A young Indonesian girl stands in front of the camera making eye contact with the audience, and the words, “98% of Indonesia’s lowland forest will be gone by the time Azizah is 25 years old” flash across the bottom of the screen. That was the opening emotional salvo in Greenpeace’s 2008 YouTube campaign, Dove Onslaughter, that attacked what the NGO called Unilever’s unsustainable palm oil sourcing. In 2007, Unilever had created Onslaught, an acclaimed video campaign stressing the importance of natural beauty and female self-esteem. Greenpeace used YouTube’s viral sharing power to great effect by mimicking Unilever’s advertising and directly connecting the Dove brand to the destruction of the rainforest. In doing so the NGO pushed a geographically remote environmental issue into the...

Diageo’s Think How You Drink serves a humorous shot of responsible common sense

By on Sep 17, 2014 in Brand Campaign, Case Studies, Communication, Companies, Diageo, Issues, Wellbeing, YouTube | 0 comments

Company – Diageo Country – UK 2013 Drinks giant, Diageo, is, like all other alcoholic drinks companies, faced with the unenviable task of communicating a responsible drinking message without alienating its market. In summer 2013, it hit upon the tag ‘Think How You Drink’ and released a humorous video titled ‘Embarrassing Drunken Walks’ (1 million views and counting) that showcases fictional over-indulgers on their way home at the end of a bender. Falls down stairs, dropped burgers, wobbly legs and lost shoes all made a cringe-worthy appearance, naturally, with viewers asked at the end of the film to consider how they drink, before they were directed to Diageo’s online drinks calculator. It featured ‘Dave the friendly drinks guru’, an online character who tallies up the units and calories involved in users’ most recent binges. The Storytelling Traditionally, responsible...

Formula E brings electric credibility to speedfreaks and pistonheads

By on Sep 16, 2014 in Autos, Case Studies, Electric Vehicles, Innovation, Renault | 0 comments

Company: FIA Country: Global 2014 The FIA, and its flagship competition Formula One, don’t exactly give off the reputation of a sustainable organisation. The nature of combustion engine motorsports means that the vehicles they create are built with only speed in mind, that is until now. Formula E, launched in Beijing on September 13th, 2014, is a championship designed for only electrical vehicles (EV). Instead of the normal Formula system where each team develops their own models and parts, all of the Formula E teams are to be supplied with the same vehicle produced by an amalgamation of companies including Renault, Dallara, Williams and McLaren. That helps research development for EV racing cars and provides the car makers with an turbocharged sustainability boost. Sustainly says – Formula E could go a long way to help convince consumers that EV are credible alternatives to...

Apple’s video shows it’s proud of Gay Pride

By on Sep 15, 2014 in Apple, Case Studies, Communication, Companies, Diversity, Issues, Technology, YouTube | 0 comments

Company: Apple Country: USA 2014 In support of gay pride, Apple released a video showing its employees, including CEO Tim Cook, taking part in the San Francisco Pride Parade. Thousands of employees from around the world marched in the parade to celebrate “Apple’s unwavering commitment to equality and diversity”, handing out iTunes gift cards to spectators along the route. The video, as you’d imagine, encompasses all the aspirational, uplifting and design-led qualities Apple has come to represent. The Storytelling Apple has long been a fiercely strong advocate of gay rights – it was one of the major tech companies to send a legal brief to the Supreme Court in 2013, arguing that marriage equality is essential to America’s competitiveness. So the video isn’t groundbreaking, simply serving to reinforce the company ethos. What is interesting, however, is how the film has managed to...

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