Vibram have launched an exciting new shoe range called Five Fingers. It’s basically a pair of gloves for your feet, giving a sensation similar to walking barefoot but with the protection of a rubber sole. This apparently reduces the health problems associated with conventional shoes and reduces material use in manufacture.
Five Fingers certainly won't appeal to everyone with their somewhat bizarre appearance, but the brands focus on connecting people with nature and setting them free will be highly compelling to some people and has the makings of a very strong brand.
At present the visual communication focuses too much on promoting Vibram, rather than Five Fingers, and the Five Finger logo actually looks like it reads 'Live Lingerie' from a distance (really, it does), but overall its a powerful idea executed well.
The climate change campaign fightglobalwarming.com from Environmental Defense, The Ad Council and The Robertson Foundation have produced a series of adverts aimed to encourage action to tackle global warming.
According to the Sunday Herald, the number of complaints about green advertising has almost tripled in 2007 compared to 2006. Big brands are jumping on the green bandwagon trying to profit from the surge in interest on environmental issues.
The complaints upheld in the last few months include one about a Lexus SUV advert claiming that it had "low emissions" and "zero guilt". Lexus, the luxury car division of Toyota, was told not to imply in future that a car caused little or no harm to the environment. A claim that Toyota's Prius model emitted "up to one tonne less CO2 per year" could not be proved in comparison to equivalent vehicles. Volkswagen was taken to task for describing its Golf GT TSI as having "low emissions". The ASA pointed out that car's emissions were not low when compared to all cars.
A claim by budget airline, easyJet, that its planes "emit 30% fewer emissions per passenger mile than traditional airlines" was dismissed as inaccurate.
Scottish and Southern Energy failed to substantiate a claim that it planted trees "to balance out the CO2 that your gas heating and household waste produces".
The Advertising Standards Authority (ASA) has warned companies not to exaggerate environmental benefits and to avoid "pseudo-science" and "sweeping or absolute claims".
Its an inevitable but sad case that big companies are jumping on the bandwagon because it not only misleads the public, but it also erodes public trust about 'green' products and services. Its a good sign that the ASA is taking the issue seriously and clamping down on those making false or unsubstantiated claims.
