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Walmart, Fox Campaign Promotes Eco-Brands

August 8, 2013

Walmart, Fox Campaign Promotes Eco-Brands

Walmart and Twentieth Century Fox have partnered to promote eco-friendly brands including Brita, Burt’s Bees, Glad, Green Works and Clorox ? and the studio’s home-video launch of “Epic,” an environmentally themed animated film. The partners say the green-marketing effort is intended to encourage kids and families to purchase more sustainable household, grocery, health and beauty products.

Walmart launched its Epic Green Warriors campaign ? each product, such as Glad compostable trash bags and Brita water bottles and filters, has an Epic Warrior sticker ? at 2,800 stores to help boost pre-orders for the kids movie, which will become available on DVD and Blu-ray on Aug. 20, Variety reports.

Walmart plans to use its Sustainability Index to influence the design of its US private-brand products starting in 2013, and says it is on track with that goal, according to the company’s most recent sustainability report. It has started evaluating the index’s result in high-volume private brand categories, to find the products with the best opportunities for design improvements.

Advertisers, hoping to capitalize on growing public interest in sustainability, have put more resources into “green” advertising aimed at attracting consumers with claims of improved environmental impact of products, according to a Worldwatch Institute report published in March.

Read more at Environmental Leader.

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