Estee Lauder's Aveda brand will undergo a shift in marketing strategy in 2008 moving away from product-focused marketing executions towards a larger themed branding campaign around the company's green credentials. Unlike some other companies who have dipped their toes in the world of green marketing, Aveda actually has a pretty good story behind it. Beginning in January, Aveda will feature its factory in Blaine, MN as a back drop in their ad creative as a successful example of a building, or even a factory in this case operating thanks to windmills and the wind power they generate. They'll switch it up in February (although, I think they should keep the whole wind creative going at least for a couple of months) to their packaging efficiency highlighting their use of 100% post recycled packaging materials. Aveda always had that "earthy" or "crunchy" equity associated with it to some extent, it looks like this new campaign will only re-energize it and authentic it to a higher level. The brand, still very much in the middle of the pack when it comes to cosmetics and beauty product purchases made by teen and college aged women, has steadily gained share over the past three years--basically going from the bottom middle closer to the top section of the middle. Not great English, but hopefully you get the point...
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