Best Global Green Brands 2014


Truvia Aims at Consumers' Increasing Doubts About Artificial Sweeteners

Posted by Dale Buss on October 8, 2013 12:21 PM

Is this the end of soda? Cargill and its Truvia brand aren't waiting around to find out.

Capitalizing on the accelerating woes of diet soft drinks, Cargill is placing a big bet, in a new advertising campaign for Truvia, that the root of the problem for Diet Pepsi and Diet Coke is the fact that American consumers are increasingly disenchanted with artificial sugar substitutes. Truvia is naturally sourced stevia, the extract of a native-South American bush.

Stevia has begun to acquire significant traction in the non-sugar-sweetener business despite the famously expressed doubts by PepsiCo CEO Indra Nooyi that soda drinkers ever would really go for beverages based on stevia, which has a licorice-like aftertaste that product developers have to thwart.Continue reading...


Madonna Hopes 'Secret Project' Will Promote Expression, End Oppression

Posted by Sheila Shayon on October 4, 2013 05:22 PM

Ever in the limelight, these days Madonna is increasingly using her celebrity stature for social activism, with her latest initiative introduced via a 17-minute film, Secret Project Revolution. The film unveils the star's Art for Freedom project—a initiative that serves to elevate any and all forms of expression.

"My goal is to show by the example of secretprojectrevolution my creative commitment to inspire change in the world through artistic expression," Madonna said, according to USA Today. "I hope my film and other submissions to Art For Freedom will be a call-to-action and give people a place to voice their own creative expression to help fight oppression, intolerance and complacency."

In partnership with VICE Magazine and BitTorrent, the public art initiative will live online and be open to submissions worldwide, which will aim to answer the questions, "What does freedom mean to you?" Submissions via social media can be tagged with #ArtForFreedom.Continue reading...


Fruit of the Loom Campaign Doles Out Fresh Starts

Posted by Mark J. Miller on October 4, 2013 11:47 AM

In this tough economy, people are just happy to find new jobs, but 25,000 of those that bother to change their employment status on LinkedIn will get some more good news in their inbox: an offer from Fruit of the Loom for a free, fresh pair of new underpants. 

“We’re all excited for you about the new gig,” the note from Fruit of the Loom reads. “To show this, we’re hooking you up with a complimentary pair of Fruit of the Loom. Because great-fitting underwear can help you start your workday in a great mood.”Continue reading...


What's In a Name? For Burger King—er, 'Fries King'—Apparently Not Much

Posted by Dale Buss on October 3, 2013 04:42 PM

Burger King is staking a lot on fries these days, now extending to a social media campaign in which the chain pretended to change its name—to Fries King.

The brand put photos on Facebook showing the unveiling of a seemingly new corporate identity, with signs on a BK outlet and that sort of thing. Its website shows a redone company logo with an upright pouch of its new Satisfries replacing the familiar stylized hamburger and the words "Fries King" in place of "Burger King."Continue reading...


Mini Gets Daring with Not Normal Auction

Posted by Sheila Shayon on September 26, 2013 08:02 PM

Known for its outlandish marketing efforts, Mini is upping the stakes with a social car auction where bidders use creative thinking instead of cash. 

The latest stunt in its Not Normal campaign was born out of a poll that found that 77 percent of Brits use "creative currency" to fund purchases, with 30 percent eager to put that effort towards a new car.

“Brits are now more willing than ever to put themselves out there and to deploy unique ways to get what they want,” said Michelle Roberts, General Manager of Mini brand communications, according to The Drum. “At Mini, we find this inventive spirit really inspiring and want to celebrate and showcase it through the auction.”Continue reading...


Carnival Hopes to Jog Passengers' Positive Memories in New Cruise Campaign

Posted by Mark J. Miller on September 19, 2013 04:12 PM

More than 60 million people have stepped on the decks of Carnival Cruise Lines since the brand first set sail back in 1972. But this past February, a few thousand of those guests were stranded in the Gulf of Mexico as their fire-disabled ship floated aimlessly for days—with no electricity or working toilets. 

That fire capped off a series of cruise-line mishaps in recent years that have left seasoned seafarers and prospective passengers a bit skittish about venturing out onto the open seas on Carnival—or the host of other cruise lines that have had issues, according to a Harris Interactive poll. Of those who had been on cruises before, 53 percent said the trips were worry-free, but only 25 percent of those who’d never cruised used that phrase to describe what they thought the experience would be like. Almost 60 percent percent of the never-cruised crowd told Harris that they are less likely to book a cruise now than a year earlier.

That's not good news for the cruise industry, but Carnival has been hard at work fighting its own PR battle. The company, at least, has launched a plan of attack to gain back some of the customers it scared away.Continue reading...


Absolut Hopes to Inspire Fans with Creative New Campaign

Posted by Mark J. Miller on September 16, 2013 07:22 PM

For decades, Absolut’s ad campaigns have been all about transformations, turning the iconic bottle into an Adirondack chair, a tiara, and a funky Southwestern piece of art, among a slew of other things. But the brand’s newest ad campaign isn’t about how its bottle can be transformed, but how art can help Millennials transform not just themselves but also the world around them.

Young adults can "break free from the idea that anything is predetermined and take control of their future," said Absolut VP of Global Marketing Jonas Tahlin, according to MediaPost. "Absolut has always tapped into the transformative power of art, but...[with the new campaign], we’ll take a more active part in stimulating transformation and pushing the cultural scene forward.”Continue reading...


FLOTUS, PHA Team Up for Plain and Simple Water Campaign

Posted by Sheila Shayon on September 13, 2013 03:58 PM

It’s a campaign so simple, with a product so pure, that the biggest challenge facing it may be keeping its marketing message equally simple.

The Drink Up campaign, formed through a partnership between First Lady Michelle Obama and Partnership for a Healthier America, hopes to encourage the public, especially kids, to drink more plain water. 

"Water is so basic, and because it is so plentiful, sometimes we just forget about it amid all the ads we watch on television and all the messages we receive every day about what to eat and drink," Obama said, according to The Huffington Post. "The truth is, water just gets drowned out."

Obama is an honorary chair of PHA, whom she previously partnered with on a music album about getting healthy. The campaign is a natural fit with her continued Let's Move initiative. The campaign will also be supported by a group of beverage partners that will carry the Drink Up logo on hundreds of millions of packs of bottled water and reusable bottles.Continue reading...

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