Honda’s Environmentology campaign, which was introduced last fall, will be phased out in coming months, Brandweek reports.

A source said the effort, which featured the made-up term environmentology and outlined Honda’s “environmentally responsible” technology, “never went as deep as had been planned.”

Added the source: “It was directionally challenged and I think Honda was struggling as a group with it. As soon as it started rolling out, mindsets changed.”

The change comes as most automakers are striving to out-green each other.