Consumers are sick of ads which have take them for fools. The car that makes you ego-responsible (Honda), the nature-friendly weed killer (Bayer), organic burgers to eat in a fastfood (Quick) or yogurt Actimel to help support the natural defenses of your children (Danone ). Moreover, digress on this subject: The pub was considered misleading, it was eventually replaced by something unspeakable with the slogan "Protect is the most natural of gestures." Do see any reason. For some time, so consumers are aware that they are not stupid and they get tired of these messages supposed to enable them to become consumer-friendly environment or health. While some advertisers, who left this, have decided to address these jaded consumers.
Wolksvagen is Perhaps the first brand to have surfed this wave, with the TV spot for the Passat Blue Motion "We can not live without rejecting CO ²" . The film was highly contested, highly criticized. At the time I loved this quirky and cynical. But a recent campaign playing on the same tone bothers me.
A world leader in the manufacture of tires, Goodyear, has recently designed a website for the general public supposed to help drive more environmentally friendly: www.legoodchoix.com . I did not know this brand before, but this site lies within the communication strategy of the brand shape through viral marketing campaigns have shifted the tone ( agency Leagas Delaney ).
In playful caricature of environmental activists completely wacky to explain how the tire changed their vision and willingness to drive sustainable. Immediately we see that they take us for idiots, but this is on purpose.
So yes, a fun site why not. But I'm not sure of the effectiveness of the message to get across. People who feel concerned by the problem will clearly feel humbled, while others do anyway nothing to do. However
on 2 nd degree may eventually win, since consumers are not fooled. Stop the "greenbashing (bash = punch!) Arrives!
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