Ad Agency To Timberland: Environmental Causes Distracting From Products
Timberlandâ€™s new ad agency, Leagas Delaney, has told the company that its promotion of environmental causes is distracting from its products, the Wall Street Journal reports. After seeing revenues decline six percent to $210 million on lower sales in the U.S. compared with last year, Timberland is ready to listen, looking to boost revenues by piggybacking a new campaign on the Olympics.
Timberland has never run a TV ad during such a high-profile event and is spending $30 million on air time for its new ad campaign â€śPodium,â€ť and two follow-up ads.
â€śPodium,â€ť shows a man clad in Timberland attire running, jumping, then hurdling through a forest to a mountain peak, as though on a winners’ podium. A new slogan follows: â€śTake it All On,â€ť replacing the previous slogan: â€śMake it Better.â€ť
But if WSJ is correct and Timberland is really ready to pull the plug on environmental causes, it’s doing a good job of hiding it.Â The company is branding itself as being socially conscious on YouTube as part of a new marketing campaign, Earthkeeper, with a goal of recruiting one million people to become part of an online network designed to inspire environmental change.
Energy Manager News
- 30 Environmental Advocacy Groups Call on NARUC for Holistic Rate-Setting Guidelines
- New York Stateâ€™s Summer of Energy
- Chicago Church Strives for Energy Efficiency
- Small, Medium Size Commercial Building Efficiency Market to Grow
- ERC: Price Benchmark Trends Week Ending June 24, 2016
- FERC Rules Against Tri-State Fee on Local Renewable Power
- Marin Clean Energy to Reduce Rates and Expand Service Area in September
- Drama Aside, Teslaâ€™s Acquisition of SolarCity Makes Sense