ActivationGallery
Sustainability “Making a difference” … “Green” … “Recyclable.” These are the messages brands and retailers are increasingly delivering as they market and merchandise sustainable products both in-store and online. While Earth Month (April) and Earth Day (April 22) drive increased focus every spring, these products are ubiquitous year-round. That’s what Institute editors have found as they monitor activity at major retailers in various channels, including grocery, mass, drug and pet. Here’s a sampling of recent activity they’ve found. Many more sustainability-related activations are showcased in the image vault at P2PI.org.
Pet food brand Weruva touted its recycling partnership with TerraCycle at Petco this spring. An endcap stocking the brand’s cat products packaged in pouches was outfitted with a co-branded sign instructing shoppers about the three-step recycling process: “rinse and dry pouch; collect your pouches; pack TerraCycle pouch full and mail back.” The sign directed shoppers to TerraCycle’s website for more information.
Unilever’s Axe touted the sustainable qualities of its products in a Walmart.com brand showcase. Spotted as early as February, the showcase boasts that the brand is “keeping it green” with body spray cans that are infinitely recyclable, stick packs that contain 50% recycled plastic, and body wash and hair care bottles made from 100% recycled plastic. The showcase also plugged the brand’s body wash products as free of parabens and its deodorants as formulated without aluminum.
June/July 2021
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Procter & Gamble sent members of its P&G Good Everyday consumer rewards program to Amazon in honor of Earth Day. The manufacturer promised to plant a tree (up to 10,000) via the Arbor Day Foundation for every order screenshot of a P&G purchase on Amazon uploaded to the P&G Good Everyday community website between April 1 and May 22. A supporting email blast delivered on Earth Day directed members to an Amazon.com landing page to shop planet-friendly P&G products. The sustainability-themed shop details the cause effort and lets visitors browse products across home, baby care and personal care categories while spotlighting brands Cascade, Pampers (specifically the Pure Protection line), Tide (in an ecobox), Charmin, Tampax (its 100% organic Pure line) and Hair Food on a shoppable leaderboard ad.
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