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New Greenpeace TVC takes Coca Cola to task.

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Greenpeace Coca Cola

So far, so no dead birds.

The phrase “well I hope they know what they’re doing” comes to mind when viewing Greenpeace Australia’s crowd-funded TVC which squarely paints Coca Cola as the bad guy in the battle to increase plastic recycling rates.

The commercial features many classic cola commercial motifs – beach, friends, cool kids – and oh, dead birds dropping from the sky. Many of them.

Whether this will spark recycling legislation and incentives from our state governments or end up as a lawyer’s picnic, only time will tell. One thing for certain: the creative team behind the jolting effort understands at least two marketing truths:

1. you can’t mild people into action.

2. executing a newsworthy marketing option might cost a lot of money and take a lot of courage but it is repaid many times over in the free media coverage it gains. We think it’s bloody good. Warning: anyone who claims that the birds will be too off-putting for the campaign to achieve its goal is missing the whole point and shouldn’t be working in social marketing.

Rascist Mountain Dew commercial

This goat needs a 12-step program.

BTW: this rapidly-dropped Mountain Dew commercial has been described as “the most racist ever”. The news story does a pretty good job in explaining what is a rather complex story. You see there’s this goat addicted to soft drink…

Your thoughts on these two are welcome.

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Another major NFP takes on a BIG corporate in Oz

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nonprofit advertising

There's more to this photo than meets your eye. Click the link.

Undeterred by the recent WWF / Clive Palmer fracas (well they were already committed anyway) Greenpeace has launched a striking print campaign aimed at Coca-Cola Amatil which recently quashed a Cash for Containers scheme in the Northen Territory.

Another NFP takes on a corporate heavyweight. Let’s hope it doesn’t see its day in court. And if the picture upsets you, don’t take offence, take action.


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Greenpeace furore highlights ignorance

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If you didn’t catch it – everyone from Prime Minister Julia Gillard down has been reassuring both the coal lobby and Joe Public that coal has nothing to fear from the leaked draft document: “Stopping the Australian Coal Export Boom” which calls for $6 million a year to be raised to legally fight increased coal mines, ports and infrastructure.

nonprofit marketing drama

Greenpeace fighting coal? Who'd have thunk it?

Even more damning is The Australian’s take.

Trade Minister Dr Craig Emerson declared that the campaign would lead to world hunger. (We kid you not.) In short; the very thought of such a campaign was anathema to our leaders. More evidence that Australia has entered the lobbying age – the stakes have never been higher, the protagonists never better organised and individual voters never less important.

Putting aside our views on the coal industry here’s some food for thought, dear Citizen:

  • Clearly it surprises the public, media and politicians that nonprofits would seek to influence policy, challenge the status quo, plan accordingly and devise a budget. Not only is this surprising – it’s upsetting. Planning & campaigning = plotting even when the motivation is broadly idealistic.


  • Corporations and institutions are not seen to be plotting, even as they spend millions on representing their interests via lobbying and campaigning. And if they are – that’s seen as natural. Even when the motivation is primarily financial.


  • Campaigning to stopping the expansion of the coal industry has instantly been misinterpreted as seeking to close an industry.


  • The coal and mining lobby run this town.


  • Leaking a report is a dangerous thing to do. (We don’t know if the leak was intentional.) It is doubly dangerous when figures in the document are wrong. Wrong figures destroy credibility; it’s not enough to say – we’ll fix it in the final edition.


  • Clearly six million dollars (even when raised through voluntary donations) is seen as huge.


  • We think Greenpeace senior campaigner John Hepburn, a co-author of the draft plan performed well for media though he should lose lines like this:

”I think they [the coal industry] are worried about their declining social licence.”

We have been hearing “social licence” too often lately. It’s too posh.

typical australians

The Sullivans don't like communists or greenies but they do like farmers.

Push food security and water quality over bloody carbon emissions. The same middle-of-the-road proud Aussie who thinks Australia’s influence over world carbon emissions is neglible is deeply concerned over our ability to grow enough food and enjoy clean water.

Note to eco warriors – we know you know this so why do we keep hearing about emissions?

What’s easier to picture? Emissions or destroyed farmland?

Suggested campaign mantras: More coal = less food. Good for coal = bad for farmers.

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