Do You Believe in Fairy Tales?


Sustainability is a hot button in business today–both with businesses and consumers. Recently, I just finished writing a Sustainable Marketing chapter and case study in a new college textbook on Sustainability due out this spring from FlatWorld Knowledge. As such, I am always looking for examples of companies who promote their sustainability efforts in their marketing plan.

FedEx has just launched a charming new ad campaign that highlights their sustainability initiatives. When consumers think of FedEx, sustainability doesn’t usually come first to mind, after all it is a shipping and transportation business which is a large user of fuel, not to mention paper products. But this new commercial highlights FedEx’s environmental efforts that help to save forests and fuel and does so with Disney-esque charm. And when you strip away the Hollywood fairy tale dramatics, the spot reveals that FedEx is working hard at sustainable solutions for a better planet.

Makes you feel a little bit better when you absolutely have to have it delivered overnight.

This entry was posted in Advertising, Brand Equity, brand image, Branding, Green Marketing, Marketing Tactics, Social Responsibility and Philanthropy, Sustainability, TV Commercials. Bookmark the permalink.

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