Walmart, Fox Campaign Promotes Eco-Brands


by | Aug 8, 2013

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epicWalmart and Twentieth Century Fox have partnered to promote eco-friendly brands including Brita, Burt’s Bees, Glad, Green Works and Clorox — and the studio’s home-video launch of “Epic,” an environmentally themed animated film.

Walmart launched its Epic Green Warriors campaign — each product, such as Glad compostable trash bags and Brita water bottles and filters, has an Epic Warrior sticker — at 2,800 stores to help boost pre-orders for the kids movie, which will become available on DVD and Blu-ray Aug. 20, Variety reports.

A treasure map, available to Walmart shoppers online, via mobile devices and through in-store ads, will help consumers find the products, according to Variety.

The partners say the green-marketing effort is intended to encourage kids and families to purchase more sustainable household, grocery, health and beauty products.

Walmart plans to use its Sustainability Index to influence the design of its US private-brand products starting in 2013, and says it is on track with that goal, according to the company’s most recent sustainability report. It has started evaluating the index’s results in high-volume private brand categories, to find the products with the best opportunities for design improvements.

Walmart exceeded its goal to launch the index with buyers and suppliers in 100 categories last year, and today it is being used in 190. Walmart says it will continue to roll out the index across other categories this year. It has also committed to source 70 percent of US Walmart and Sam’s Club merchandise from suppliers using the index, by 2017.

Companies’ environmental policies and reporting practices are among the sustainability factors most linked to brand strength, according to research published last month by corporate social responsibility database CSRHub.

Advertisers, hoping to capitalize on growing public interest in sustainability, have put more resources into “green” advertising aimed at attracting consumers with claims of improved environmental impact of products, according a Worldwatch Institute report published in March.

Image Credit: Twentieth Century Fox

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