I have worked on a number of brands that are eco-friendly, many of them having practiced sustainable methods well before it was in vogue. For many brands being “green” is a core part of the brand experience and brand promise.
But usually, the brand’s environmental responsibility comes in the form of how the product is made. Less waste, fuel efficiency, etc, or perhaps how its components are recycled and reused in the after life.
I think it’s rare though for a brand to come along that really has not been in the “green space” but then creates an innovation that comes not from the manufacturing but from what happens after it’s consumed.
SunChips just announced a new completely compostable bag which will make its debut on Earth Day this year. You can read about it here: http://www.treehugger.com/files/2009/04/sun-chips-compostable-bags.php
The brand announced it via television advertising and also features it prominently on the website, http://www.sunchips.com/. The website is actually pretty good in that you can learn a little more about the material in the bag as well as leave your comments. Simple for sure, but good nonetheless.
The new bag is made of completely renewable plant materials, and will break down in compost in 12-16 weeks. A new benefit to the brand that just may attract new consumers.
I know that there are some who will say that it’s green washing or that it’s too little too late. Maybe, I don’t know enough about it. But from a marketing perspective, I completely applaud the brand for trying to join the movement to make the planet safer for future generations. This is their first attempt, and I’m hoping it’s the first of many. For SunChips and many other brands.
What’s your experience? Jim.