October 22, 2007
Timberland Launches TV Ads, Offsets Campaign Emissions
Timberland is running TV ads for its new Earthkeepers boots. The company has estimated the carbon-dioxide emissions associated with the energy used to broadcast the ad, and is offsetting them with a wind farm in western Massachusetts, MediaPost reports.
The Versus cable TV network and Brooklyn Brothers ad agency announced last week that they had produced a campaign of TV commercials in a carbon-neutral manner
Timberland’s $1.5 million campaign comes at a time when the company could use a sales boost. Recently, the company, which has been struggling, according to the article, announced that it would shutter 40 specialty retail stores and lowered its sales forecasts for both the quarter and the year.
In addition to the TV spots, the company is also buying outdoor ads that feature tires and old soda bottles bent in the same shape as the boot, which has an outsole made of 30% recycled content. When the campaign is over, the vinyl from the outdoor ads will be sent to Maine for repurposing, and then sold as tote bags in Timberland stores.
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