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With Ads of the Weird, MSNBC.com takes a look at some of the oddest, most eye-catching, controversial and just plain interesting advertising out there today. Primary writer Allison Linn covers the retail and advertising industries for MSNBC.com. The Ads of the Weird team is always interested in hearing what ads have caught your attention, whether it's online, on television or in print.


Barbie goes green?

Posted: Tuesday, April 15, 2008 3:00 AM by Allison Linn
Filed Under: ,

Earth Day is meant to be a time to think about how we can preserve our planet for future generations. But corporations, hip to the idea that green has become the new black, have hit on another purpose: it’s an excellent peg for selling more stuff.

This April 22, why help your young daughter do something boring like plant a tree or start a compost bin? Instead, you can hop in your gas guzzler and drive on over Toys ‘R’ Us, which is selling a limited edition Barbie “BCause” line of accessories made from leftover fabric and trimmings that, Barbie maker Mattel says, would normally be thrown away.

The tote bags, diaries and other items are being launched “just in time to celebrate Earth Day in style,” according to Mattel’s promotional materials.

We realize the disastrous implications of not accessorizing correctly for Earth Day, but are more Barbie products really going to help ensure that the water is fresh and the air is clean when that little Barbie lover grows up?

Apparently, the gift of a healthy planet just isn't enough for the kids these days, because Toys ‘R’ Us also is using Earth Day as a peg to promote a new line of environmentally friendly store-branded toys. Not to be outdone, online retailer Amazon.com also recently sent out a press release saying that kids can help save the Earth just by playing - with eco-friendly Plan Toys bought on its Web site.

And what’s a good Earth Day celebration without some yummy delicacies?

SunChips, the multigrain snack made by Frito-Lay, plans on Earth Day to launch a “solar powered” newspaper ad, in which certain words shine through from the other side of the page when you hold it toward the light. The ads are part of a broader campaign tied to the fact that one of Frito-Lay’s California plants will begin getting 75 percent of its power from solar energy.

It’s about time that more companies turned to solar energy, and we hope others will follow suit. Still, we have to wonder, if you launch a major television, print and online ad campaign to brag about your good work, isn’t it possible that you will expend more resources than you are saving by using renewable energy in the first place?

Need a caffeine boost to get you through those lectures on global warming? In time for Earth month, Sam’s Club, the wholesale club that is part of Wal-Mart Store Inc., has launched a line of coffee with an impressive pedigree -- organic, Fair Trade and Rainforest Alliance-certified, and a bargain to boot.

While some doubt its motives, there's no question Wal-Mart has done more than its big-box competitors to try to make environmental improvements. But rival Target appears eager to get in the mix. The cheap chic retailer co-opted the well-used "Love your mother (earth)" slogan for its recent green ad campaign, which features a selection of products they'd love for you to buy.

More annoying is another Target pitch, seen in a recent magazine, that asks shoppers to send in Target plastic bags in exchange for a coupon for one of the company's reusable, Target-branded totes.

We're glad Target is getting on the reusable tote bandwagon, but the time-consuming process of sending in their bags in exchange for totes smacks more like a publicity stunt than a real effort to reduce waste. Our advice: cut out the middleman and just offer the bags in your stores.

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Comments

What did you honestly expect to happen?  Anytime you make it 'cool' to be or do something, corporations will try to market to that niche.  They have to in order to stay in business.  You complain about them, rather than say 'good job for helping to raise awareness'.  Instead, you bash on the very companies that are trying to support your movement, saying they aren't doing enough.  I'm glad that those companies are showing that they are making an effort.  I think we should all support them, rather than complain that they aren't doing enough.  
Perhaps some people would be happier if we all lived in communes and sang koombaya, but I live in reality, where I don't believe American's will make such a drastic change.  We'll change, and it will be slow and steady, but we will change.  And the thing that will change us will be fashion and popularity and commercialism, the same forces that have driven us since day one.  I applaud those companies rather than complain, as they are helping the very fight that you yourself are.

Brad Mickle (Sent Tuesday, April 15, 2008 10:24 AM)

Your parent company, GE, has done more to harm and pollute this planet than most major corporations - but always seems to be the first to hide behind lame 'awareness' themed stunts directed at diverting public attention away from your flagrant misuse of natural resources.
Tinting TV green does not fix decades of dumping toxic waste into the Hudson River, sorry.

anon (Sent Tuesday, April 15, 2008 10:31 AM)

Target does offer re-usable totes in-store. They're right near the "Dollar" Spot at the front of the store when you walk in.

Robin J., Mansfield, MA (Sent Tuesday, April 15, 2008 11:09 AM)

I agree with both of you here... isn't this what we wanted in the first place? To stop wasting the earth's resources?  Allison, it seems as though you have no clue on what being an American is like.  We ARE driven by commercialism, as well as anything and everything that's popular.  Thankfully, what's popular now is actually doing some good for our planet.

Of course big corporations are going to take advantage of that to get us to buy their products. In doing so, and having people buy these products, they will guide future purchases and business practices to what they should be doing now. Soon it will become commonplace to automatically buy items that are not ruining 'Mother Earth', and for businesses to follow with their everyday practices and not hurt the planet in the process.

It will take time, but as Brad said, "we will change". Sooner or later, we'll all start being smarter about how we do things, and like I said, it will be commonplace and something we won't have to think about before hand - we'll just do it because it's the right thing to do.

Oh, you may also want to check your spelling and grammar before you submit future articles. Nothing bothers me more than seeing so many writers on this site (MSNBC) who either can't spell, or can't write a correct sentence. Didn't you people go to college or at least take English in high school? These are mistakes 15 year olds shouldn't miss, let alone an adult who works in the business of words. I'm sorry, but it's just so annoying...

anon (Sent Tuesday, April 15, 2008 11:34 AM)

The corporations and people could not have gone on polluting for many years now if we'd had a responsible government in the first place.  Instead of effecting the changes that should have been made, they've spent trillions of dollars per year for decades on defense - lethal technologies (more efficient ways of killing people).  No concern about undermining the quality of life for so many people (including our own) on the planet, but threatening to annihilate it altogether themselves.  They could have made much greater strides to effect much more positive changes so that we'd have some different outcomes to alot of things by now instead of insisting on keeping this country the way that it is.  Do they really believe that God graced us with such big brains and dominion over the earth to overpopulate and trash the planet to indulge their greed?  Delusional morons.  Sadly, any of this waking up to reality now is a little late...damage already done. How many diseases do we have now in epidemic proportions?  Who convinced us to be such gluttons for punishment?  I guess only Nostradamus could foresee the future...because we sure couldn't see any of this coming...duhhhhhhhhhhhhhhhhhhhhhhhhhhhhh.

Kim Bakehorn, Marion, IN (Sent Tuesday, April 15, 2008 1:26 PM)

Thank you for your refreshing sarcasm when it comes to corporate America.  I see your point, but unfortunately, Brad is right.  While all would love for the pure in heart to be the majority, it isn't quite that way, is it?  The bottom line is that we are a progressing society and there will hopefully be a day where children are raised to recycle, etc., but it's a process that begins now and in our own homes and lives.  Hopefully, along these lines, there will also be a humanitarian thread and a racial tolerance growth, etc., etc.  But it will take time and while there are those in certain "power" and with that power carry HUGE responsibility and are able to influence a large sphere... some of us just need to continue to educate ourselves and focus on where we can.  Being judgmental and/or bitter will not eliminate problems, but grow them.

Monica, Huntington Beach, CA (Sent Tuesday, April 15, 2008 1:51 PM)

If over-consumption got us into this problem, do you really think over-consumption of different "green" items will get us out of this situation?

That's what your comments suggest.

CGG (Sent Tuesday, April 15, 2008 2:05 PM)

The Barbies stuff--clearly they've just found a profitable way to use scraps, something they just hadn't caught on to before. Somebody probably got a raise for that idea. The timing? Create a "holiday", and a market will follow. People would be driving to the mall anyway, so don't worry about additional gas guzzling.

As for Fritolay, some (too many)are getting caught up in the "green at any cost" mentality that ignores the fact that companies must make a profit to stay in business, providing income to all those employees who might want to go to the mall and buy Barbie stuff--and food. Why can't the liberals behind these liberal causes ever learn that profit is part of the American way? It's what every economic system runs on, only here, it goes to corporations and stockholders and in China, it goes to the government, the biggest corporation. You can't expect Fritolay or any other company to spend the initial cost of installing expensive solar panels without making up the cost in some way. They could have kept quiet about it, and simly raised the cost of their products. Would that have been better? Let's praise them and be thankful that the future cost of the Fritolay plant's electricity will be so low that they'll be able to stay in business for many more years, making those yummy products!

Jan G, Vista CA (Sent Tuesday, April 15, 2008 2:42 PM)

Kim - You can't change the past. You sound as if you couldn't care less about change (for the good) just because of past governmental/global decisions that we can do nothing about.  What's done is done.  

You're right that we all should've done this a long time ago, but we didn't.  Does that mean we should just give up and not do anything about it now?

"Delusional morons" is what you said - yeah, I see your point, however, it can go both ways as reading your post really perturbed me that you seem to think we've ruined so much that it's not worth taking the time now for change. With attitudes like that we'll never get anywhere.

You can give up, but thankfully that's not the way the rest of us think.  We'll at least try to reverse what's been done.  It's better than sitting on our butts and bemoaning over something we can't change the outcome to.

Also, Nostradamus has not really been proven as a "seer of the future". It's actually quite interesting as his writings have been accredited to almost every disater - man made and natural - for well over 100+ years. One of the most recent being the twin towers collapsing. They tied one of his predictions to that, either not realizing that very same prediction had already been attributed to another disaster in the past, or not caring that it was. People are really reaching when they say "Nostradamus predicted that!"

It only matters what you believe in, and what you choose to do about it. Personally, I do everything I can to be good to the planet, as do millions around the world. It makes me feel good knowing that so many people care about this issue - rather than those who don't care or that gave up.

You said "Sadly, any of this waking up to reality now is a little late...damage already done"...  well, what do you plan to do about it?  Sounds like not a darn thing with the way you went on about it. That's just too sad. I pity you for being so pessimistic about the many things we CAN do to make the future better for our kids.

laurie (Sent Tuesday, April 15, 2008 3:52 PM)

Barbie's going green, huh?!  Hmmm, a toy that is going green.  I can't help but feel a conspiracy theory coming on!  Could this 'Barbie Go Green' marketing tool be the toy manufacturer's way of trying to get us to forget all about the lead poison in toys made in China?!  Huh?!  Hmmmmmm!

Color Me Suspicious (Sent Tuesday, April 15, 2008 7:50 PM)

I agree with Laurie. Kim, stop complaining and do something. Although we probably should have done this awhile ago, I'm really glad people are starting to recycle more and buy eco-friendly products. And as for the disease thing, many are being researched on at this very moment. I'm studying microbiology and even though quite a few bacteria and viruses are starting to mutate (becoming penicillin or vancomycin resistant), we have become extremely close to eradicating so many others such as measles and mumps and rubella. Please know your stuff before spitting it out. Anyway, have any of you seen the new Tesla Roadster? It's 100% electric and extremely fast. :)

Natalie, CA (Sent Tuesday, April 15, 2008 7:56 PM)

Why not just recycle the plastic bags in the stores they come from and expect nothing in return.  Why can't American's just do WHAT NEEDS TO BE DONE with out expecting something in return.

jc (Sent Wednesday, April 16, 2008 9:40 AM)

did you ever hear the saying Rome was not built in a day? raising awareness is not bad publicity, embrass it instead of knocking it! there was a time when no one wanted to know what "going green" meant. If some of you have such negative things to say about the US try going to live in a third world country! I bet you won't knock America after that!!!

Trish, Westfield, MA (Sent Thursday, April 17, 2008 12:44 PM)

I think that Target should do what IKEA does. They should charge 5-10 cents per plastic bag or you can buy one of their huge super sturdy re-usable bags for 65 cents.

kate smith (Sent Thursday, April 17, 2008 6:27 PM)

anon - How true (circa 60's-70's??).. I refused then and even now i hesitate to buy a GE product due to the PCB's poured into the Hudson. Glad you remember it! They had a cpacitor plant on the Hudson with a large pipe pouring PCB pollutants into the Hudson. At the time PCBs couldn't be destroyed so what better way to dispose of a problem. I think that after decades it is still a problem albeit not as bad.

njlou, nj (Sent Thursday, April 17, 2008 10:33 PM)

Barbie going green? Now I've heard everything. What are they going to make Barbie's body out of these days? The bags are only another way to make easy money for Mattel. Robert Schetty

Robert Schetty NewYork (Sent Tuesday, April 22, 2008 1:44 PM)

I tend to agree with all of you in one sense or another-and isn't that what MOST of us Americans will do in the end? Agree to disagree? Meanwhile...we really DO need to "go green" as often as possible without caring about financial retribution against the large corporations who are doing it too!!! Let's just get it together guys and do what needs to be done to hand down the best Mother Earth we can to our kids and grandkids too!!! I, for one, am quite certain that is what my God, who created this wonderful world we live on, would want us to do....

Mikkie, Great Falls,MT (Sent Thursday, May 01, 2008 8:36 PM)

What I don't understand is why people think that buying more stuff is helping the environment. What ever happened to reduce, reuse, recycle?

anonymous (Sent Sunday, May 04, 2008 12:04 PM)

All of these "green" promoting businesses are making this effort not so much to protect and preserve the enviroment as they do to make money; money from those who are seriously evironmenally conscious.  It's a sales gimmick, plain and simple, and in reality what these corporations are doing doesn't amount to a drop in the bucket toward protecting the environment.

People will only truly change when forced to.  We will still burn gasoline furiously until there is no more to be had.  We will cut down trees and pollute waters until there is no more shade and no clean water to drink. Anyone who fights this trend does so on principle only because they have absolutely zero chance of making a significant difference.

Gordon Daily, Herrin, IL (Sent Wednesday, May 07, 2008 9:10 AM)

My least favoutire ad is the BoJangles one with the tea included. What kind of a message does that send when a girl has a whole urn of tea dumped on her head! Just for the record I will never eat at Bojangles again.

Sheila Stewart (Sent Thursday, June 19, 2008 2:50 PM)

I did do something...at least I broke one cycle of ignorance, poverty and abuse...I didn't reproduce.

Kim Bakehorn (Sent Thursday, July 24, 2008 12:13 AM)


check this out:   http://www.poconorecord.com/apps/pbcs.dll/article?AID=/20080506/MULTIMEDIA02/80505016

Kim Bakehorn (Sent Thursday, July 24, 2008 12:16 AM)



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