Happy Earth Day, a day that began as a “national teach-in on the environment” in 1970 and is now globally celebrated by more than one billion people in 192 countries.
While it’s a day to put environmental concerns front and center, it’s also a day to observe some interesting marketing initiatives from well-known brands. Here is a roundup of some big-brand Earth Day strategies and tactics that can inspire us all:
Google – Today, you control the weather with Google’s home-page Doodle. It’s both animated and interactive, allowing you to click through each season with some fun effects that include rain, animals and more. The word “Google” is spelled with imagery from the four seasons. So that you don’t miss a raindrop, Google created a “sightseeing checklist” that helps you navigate through all the features. The company is also taking action: In a white paper on renewable power issued last week, Google states it has “committed over $1-billion to renewable energy project investments, signed agreements to procure over 260 megawatts (MW) of wind power near our data centers, and installed 1.7 MW of solar at our corporate headquarters.”
Clorox’ Green Works – The company’s green line is using today to introduce a fundraising promotion on Twitter called “You don’t have to be serious to be green” as part of its new marketing approach. MarketingDaily and The New York Times report that the campaign asks consumers to post a joke to @GreenWorks for which it will donate a dollar, up to $20,000, to the Environmental Media Association’s school gardens project. The initiative also includes a magazine ad campaign and a YouTube series titled “The Green Housewives: Free Range and Out of Control!”
Chiquita Brands – The company known most for its bananas is sending employees out of the office and into the community today, to work in local community gardens and schools and teach the public about sustainability. In the tropics, company volunteers will plant more than 1,000 trees in the communities surrounding their banana farms.
Zoya – The beauty brand is implementing an Earth Day Zoya Nail Polish Exchange for 2013, which prompts beauty-product patrons to get rid of old nail polish that may not be “big 5 free” (i.e,. free of Formaldehyde, Formaldehyde Resin, Toluene, DBP and Camphor) and exchange it for one of Zoya’s toxin-free, greener alternatives. Zoya will properly dispose of old polish.
Starbucks – All of April is Starbucks’ Global Month of Service, when it is asking the community to get involved to “create positive change in our own communities and around the world.” The company has various community-focused initiatives happening today, all part of its goal to reach 1 million community service hours per year by 2015.
Have you seen any additional Earth Day 2013 marketing initiatives? Is your company doing something innovative to celebrate? Share below!