Glad Products Company has a new green trash bag. Beginning Monday, October 24th, the tall kitchen drawstring trash bags with be made with less plastic. Not only will it cost the same as previous kinds, but also Glad will reduce their use of plastic by 6.5 million pounds a year. This equals 140 million bags, a huge amount that definitely requires a huge marketing campaign. Glad is spending between $30 and 40 million to create a buzz and demand for the eco-friendly trash bags. But Glad is being smart; instead of showing an obnoxious save the planet, overly exaggerated environmentally beneficial commercial, Glad is adopting a simple and clever plan. The ads, also to begin on Monday, use lines such as “strength with less plastic” and “stronger with less plastic waste”. The campaign will even boast the millions of pounds of plastic it will save by explaining it’s enough “to cover all of Manhattan” or “to fill over 200 garbage trucks”. Some ads will show the product’s environmental benefit with a small single green leaf, versus an entire forest. Even with a culture where consumers pay so much attention to social issues and greener products, Glad wants to advertise the whole products benefits, with its eco-friendly aspects an added perk. Glad’s new product sales will most likely soar above their original trash bags. The new trash bag will clearly succeed with prices the same as ones with no environmental benefit, especially considering eco-friendly products are usually more expensive.
For further reading: http://www.nytimes.com/2011/10/19/business/media/glad-cuts-the-hyperbole-for-its-new-green-trash-bag.html?_r=1&src=recg
Hiç yorum yok:
Yorum Gönder