Date: 04-04-2008
Wal-Mart is marketing its green strategy very seriously, even exhorting its customers to “go green” as well as it launches an effort being hyped as “the most comprehensive environmental sustainability campaign” in the company’s history. The national ad campaign features seven 30-second spots discussing various areas of sustainability; radio, Internet, and print ads will also be a part of the campaign. About 50 green products will be sold through Wal-Mart stores, and nearly 500 eco-friendly items will be sold at its website walmart.com/earth. The green products will include Coca-Cola T-shirts made of RPET, a material produced through recycled plastic bottles, and Wal-Mart’s lineup of organic and fair trade coffees. Wal-Mart was recently forced by the National Advertising Division of the Council of Better Business Bureaus (NAD) to revamp another campaign, which claimed that Wal-Mart shoppers save $2,500 annually per family compared to other retailers.
