The popular footwear brand is hoping others will want to be Earthkeeper heroes, too, and make a lighter carbon footprint by adopting its eco-friendly products and ethos.[more]Its new "Lost Bottle" TV commercial above, augments Earthkeepers' eco values, which have been fostered via an online community, a “Virtual Forest” Facebook app encouraging users to create personal heroic moments, and a related microsite with 3D technology. Visitors can freeze-frame moments on-screen at a 360-degree angle, and create a forest or join a friend’s. For each use, Timberland vowed to plant trees in Haiti to supplement its reforestation project.As part of its Nature Needs Heroes Earthkeepers brand extension this fall, select Timberland store windows in the U.S. are adding interactive, oversize graphics which come-to-life with 3D glasses dispensed to customers in-store.
In-store POS displays also X-ray a 2.0 Earthkeeper boot to show recycled contents. Every pair of Earthkeepers boots includes recycled rubber and recycled PET, with one and a half plastic bottles used in each pair.
According to Mintel, more than 35% of American consumers say they are willing to pay a higher price for environmentally-friendly products."We're finding that consumers are being drawn to the styling and performance of the new Earthkeepers collection, but it's also the most environmentally-innovative collection of products we've ever launched," said Jim Davey, Timberland's VP, global marketing. "Great products that happen to be more sustainable makes for a great story." Creative director Mads Holst added, “The Nature Needs Heroes campaign is the first time a major brand blends this combination of leading-edge technologies to challenge the way audiences can experience a story.”
The big question: do consumers want to be challenged and become "heroes," and consume more (even if they are eco-friendly) products in order to change?American History
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