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10 Innovators in Green Marketing

October 31, 2011
URL: http://www.entrepreneur.com/article/220633
1. Tide Coldwater Challenge

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1. Tide Coldwater Challenge

This landmark 2005 marketing campaign addressed the money saved by washing in cold water and the product's deep cleaning and whitening abilities, making green the ancillary benefit. The far-reaching campaign included national advertising, in-store programs, product sampling, a strong Internet presence, consumer promotions and strategic alliances.

2. Jamie Oliver

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2. Jamie Oliver

The outspoken English chef and advocate of healthy food is a brand in and unto himself. He uses "disruptive media and public visibility" to communicate and motivate, creating a new kind of "infotainment."

3. Diesel Clothing: Global Warming Ready

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3. Diesel Clothing: Global Warming Ready

In print ads promoting its 2007 spring/summer collection, the Italian clothing company depicted landscapes transformed by environmental disaster. The campaign proved that green marketing and tongue-in-cheek humor--when done well--resonate with young audiences.

4. GE Ecomagination

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4. GE Ecomagination

A massive 2008 multimedia campaign for Ecomagination established GE's green position in a competitive marketplace where credibility and believability are paramount to success. The resulting creative was simple, beautiful and compelling and delivered the message in engaging ways.

5. HSBC: There's No Small Change

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5. HSBC: There's No Small Change

A highly successful 2008 print campaign elevated HSBC's environmental credentials and consolidated the bank's environmental leadership position--all without TV or radio.

6. TOMS Shoes: Project Holiday

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6. TOMS Shoes: Project Holiday

For the month of December 2008, TOMS promoted its Project Holiday campaign to sell 30,000 pairs of shoes so it could give the same number of protective rubber shoes to kids in Ethiopia. The company exceeded its goal by 23 percent and raised unprecedented awareness for its cause--all without paid media.

7. Toyota Prius: Harmony

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7. Toyota Prius: Harmony

This 2009 multimedia campaign showed how the Prius delivers extra power, space, safety, advanced technology and superior gas mileage.

8. Timberland: Earthkeepers

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8. Timberland: Earthkeepers

This 2009 global campaign showcased the Earthkeepers collection of eco-friendly apparel and included TV, print and retail ads, as well as social media and a microsite that used 3D technology.

9. Method: Just Say No to Jugs

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9. Method: Just Say No to Jugs

This cheeky 2010 campaign is typical of Method's marketing, mocking mainstream cleaning products as feeding a household's "jug" habit. The campaign relied only on print and online ads.

10. BMW Diesel: Ch-ch-changes

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10. BMW Diesel: Ch-ch-changes

This 2011 campaign launched at Super Bowl XLV, communicated valuable information and a relevant message to the American audience about the environmental benefits of and changes in diesel technology.