The five ads that have been selected for this assignment are from IKEA, The Hershey Company, Seventh Generation, Keurig Green Mountain, and Patagonia. IKEA is a furniture manufacturer and has promoted its green products and activities through its “People and Planet Positive” marketing campaign. Arguably, the ad is effective due to various reasons. First, it shows the users that the company’s products are made through environmentally friendly raw materials and that the company is keen on replenishing the natural ingredients they take from the environment to make their furniture. On the same note, The Hershey Company is one of the leading chocolate manufacturers in the US.
The company has also released various ads on how they are trying to go green. Specifically, they have an ad on 100% certified cocoa to use in all their products. Whereas the intention behind the ad is relevant, the ad itself is not sufficient. This is because a significant number of the population knows that cocoa is a plant; therefore, pauses no threat to the environment. The ad should have incorporated other elements that show why 100% certified cocoa is an essential part of going green.
The third company, Seventh Generation, boasts eco-friendly personal care products. All the company’s ads are centered on their environmentally friendly approach to manufacturing and designing their products. Their “generation good” advert is significant as it also shows how individuals can take care of their hygiene and the environment at the same time. The Keurig Green Mountain is a coffee maker that faces the same challenges in going green as The Hershey Company. However, their ad on k-pod cups is not as effective as the company would have desired. The k-pod cup is recyclable, and the company has attempted to encourage users to recycle the cups and even use the same for refills. However, the ad has not been effective so far as end-users usually get the cups for free. Therefore, there is no extra charge whether they recycle the cup or not. Lastly, Patagonia is an outdoor clothing company that has considered its materials and manufacturing process to go green. Their go green campaign has been highly effective due to the fact that it is incorporated into the company’s mission. Therefore, everything the staff does has to feed into the mission, ensuring that all their actions promote the campaign.