The Seeds of A Successful Promotion: Levi's Eco Jeans

Levi's has come up with a novel way to draw attention to their new line of eco-friendly 100% organic cotton jeans. These "green jeans" even use recycled materials to make the zipper and button! To grab the attention of shoppers, Levi's attached a unique promotional tag to each pair. When the tag is scrunched up, watered, and planted, it actually grows into a plant! There are plant seeds embedded inside the tag, a unique idea that accentuates the eco-friendly image Levi's is trying to convey.

This marketing campaign is a great example of a company using ecological promotions to raise awareness about green products. In other words, Levi's isn't being contradictory to their own principles. If they had marketed the eco-friendly jeans with thousands of paper flyers or imprinted plastic bags, consumers would immediately accuse Levi's of greenwashing. By making every aspect of the product green, including the promotional campaign used to garner attention for it, Levi's gains the trust of the green consumer audience.

(via Ads of the World)