Greenpeace is targeting Ogilvy for ‘greenwashing’ their brands… in short just branding something ‘green’ when in reality it’s nothing more than branding.. the products are still crap.
We have been saying this all along, the Advertising Agencies (especially the ones that don’t focus online or even have the resources to.. such as Ogilvy in this matter) are the most to blame for chopping down trees with their obsession towards print media.
It’s about time Green Peace got on their back… maybe they will finally realize there is a thing called the internet that generates a higher ROI and lower cost of distribution than what they have been bilking their clients with (quarter million dollar full page ads in magazines with no ROI).
Dove’s advertising agency, Ogilvy, and its PR companies, Jackie Cooper and Lexis, are also being targeted. A Greenpeace spokesman said last week that “we are trying to persuade Unilever’s marketing agencies that they are doing Unilever’s dirty work for it by greenwashing its brands”.
