Timberland Launches TV Ads for Sustainable Boots
From MediaPost Publications:
AFTER A LONG ABSENCE FROM TV advertising, Timberland is back on the air, with 30-second spots for its new Earthkeepers boots, made partly from recycled materials. The ads, which will run through December in the New England region, represent what the Stratham, N.H., marketer believes is a first: It has estimated the carbon-dioxide emissions associated with the energy used to broadcast the ad, offsetting them with a wind farm in western Massachusetts.
"Looking for more sustainable ways to do things is part of our DNA," says Charlie Raynes, senior manager of marketing for the company. "We've been including this kind of questioning in our print advertising RFPs for years, and we've been using recycled materials for our out-of-home advertising for some time."
So when it came time to create the $1.5 million campaign for Earthkeepers, one of its most environmentally friendly offerings yet, "we really wanted to challenge ourselves, and figure out if we could do this." (Arnold is Timberland's creative agency; Mullen's mediaHUB is the media agency. Both are based in Boston.)
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