As consumers continue to jump on the environmental bandwagon, so too is big business. With that comes an increase in questionable green marketing claims - a practice the competition watchdog is currently investigating.
Experts say that more work needs to be done, and there are growing calls for a uniform set of green marketing standards.
Beer advertising in Australia has come a long way. Big blokes with big moustaches are out and now a 100 per cent carbon offset beer is in.
Cascade, which is owned by Foster’s, unveiled its green brand in March, hoping to tap into the growing consumer movement for environmentally-friendly products.
Experts say that more work needs to be done, and there are growing calls for a uniform set of green marketing standards.
Beer advertising in Australia has come a long way. Big blokes with big moustaches are out and now a 100 per cent carbon offset beer is in.
Cascade, which is owned by Foster’s, unveiled its green brand in March, hoping to tap into the growing consumer movement for environmentally-friendly products.
Cascade Launches 100% Carbon Offset Beer
Hobart, 04 March 2008
Cascade today announced the release of Cascade Green - a low carbohydrate, preservative free, 100% carbon offset beer.
Cascade Green, a full flavoured Lager, has been brewed entirely at the Cascade Brewery from locally produced ingredients. Packaging has been designed to minimise Greenhouse gas emissions, including a light weight glass bottle featuring a high recycled content. The 100% recycled carton has been printed with two-colour biodegradable vegetable inks.
"Environmental sustainability has long been important to Cascade Brewery. We've made improvements to our operations over the last ten years and we're committed to doing more. We're really excited to be launching Cascade Green and in doing so, provide Australian drinkers with a greener beer choice that tastes great," said Cascade Marketing Manager, Ben Summons.
Hobart, 04 March 2008
Cascade today announced the release of Cascade Green - a low carbohydrate, preservative free, 100% carbon offset beer.
Cascade Green, a full flavoured Lager, has been brewed entirely at the Cascade Brewery from locally produced ingredients. Packaging has been designed to minimise Greenhouse gas emissions, including a light weight glass bottle featuring a high recycled content. The 100% recycled carton has been printed with two-colour biodegradable vegetable inks.
"Environmental sustainability has long been important to Cascade Brewery. We've made improvements to our operations over the last ten years and we're committed to doing more. We're really excited to be launching Cascade Green and in doing so, provide Australian drinkers with a greener beer choice that tastes great," said Cascade Marketing Manager, Ben Summons.
當環保減碳風潮從新鮮有趣, 逐漸變成無法忽視的議題, 看來不再只是環保人士的良心義舉,
上從政治人物, 商業鉅子, 時尚名星, 一一靠攏!
行銷工作者非得學習如何面對環保減碳議題不可!
有企劃部的公司企業, 一定面臨老板長官的詢問.
公關廣告公司一定面臨客戶諮詢,
現在舉辦〔環保減碳行銷溝通技巧講座〕報名人數不可能太少!
講座主題 ： [Being green/Looking green!???]
澳洲歷史最攸悠久的啤酒品牌Foster Group 的Cascade啤酒:
任何產品都將與環保綠色有或深或淺的關聯,
環保綠色革命會像數位革命一樣難以迴避,
只是更溫柔!!!
速度和緩,
但因為呼應人心工業革命三百年來潛在積蘊的鬱悶,
2008只是綠色行銷正式跳上台面的第一年,
未來十年,
年年成長!
已經存在的品牌有三大思考方向:
（１）現有產品如何修正?
（２）現有產品如何快速修正品牌溝通策略?
（３）未來新產品新品牌如何因應這無法不注重的趨勢?
新品牌有機會成為〔原生型綠色品牌〕! 台灣目前太少這樣品牌, 國外太多,要說100個都太簡單. 本部落格〔綠色品牌觀察〕專欄所介紹的例子, 都可以寫一本書介紹!
不只事看起來像是綠色品牌,
從頭到腳澈底綠色理念！
日本趨勢大師大前研一預言，未來社會上只有兩種階層：上層階級占極少數，他們越來越有錢越奢華；大多數中產階級則向下流動至中低階層，這些人需要的是價廉物美的明星商品
大前研一以20年的時間觀察，提出上述M型社會的新社會秩序在這類型社會中，隨著消費力量走向兩端，價格不再是暢銷唯一保證
相同類型商品，為何某些品牌在市場暢銷，其他品牌則飄浮不定？追根究底，就是決勝于商品力
21世紀以降，我們認為產品創新最重要的5個趨勢是：尋求美感經驗的商品設計，高附加價值的奢華體驗，開拓全新市場的藍海策略，拼貼重組既有產品功能的跨界融合，以及與地球和解共生的綠色概念 .
大前研一以20年的時間觀察，提出上述M型社會的新社會秩序在這類型社會中，隨著消費力量走向兩端，價格不再是暢銷唯一保證
相同類型商品，為何某些品牌在市場暢銷，其他品牌則飄浮不定？追根究底，就是決勝于商品力
21世紀以降，我們認為產品創新最重要的5個趨勢是：尋求美感經驗的商品設計，高附加價值的奢華體驗，開拓全新市場的藍海策略，拼貼重組既有產品功能的跨界融合，以及與地球和解共生的綠色概念 .
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