Kohler: Mixed Messages?
We were sent this tip from Taryn. On the same day, Taryn received her issue of National Geographic (whose current issue is about global water resources), and in it was this first ad on the left. In Taryn’s mailbox was also her latest issue of Wired, containing within its pages the ad below – with a remarkably different message; “jarring” is the word Taryn used to describe her reaction.
While the SaveWaterAmerica campaign is educational and ostensibly leads to a good cause, could they do more? Why the stark difference in their message between these two ads? Readers of Wired don’t even get to hear about SaveWaterAmerica.
Thanks to Taryn for this tip, if you have a greenwashing ad or PR campaign you’d like us to know about please submit your tip for consideration
National Geographic Ad text:
Bold. Conservation.
Sometimes boldness is about clarity – about know what’s important. For us, it’s a commitment to creating water-saving products people love to use. Visit us online to calculate how much water you can save, and we’ll donate $1 in water-saving products, up to $2 million, in support of Habitat for Humanity’s green building efforts. Together, we can make a world of difference.
Do we think these two are concerned about their water conservation efforts, or are encouraged toward conservation by anything seen in this ad? Or is it just a display of indulgence and excess?
Wired Ad text:
KOHLER: As I See It, #87 in a series
“The judges give it a perfect 10″
SHOWER: Multiple shimmering tiles – digitally controlled and beautifully affordable – that give you water, sound, light, and steam
April 21, 2010
Because advertising is meant to target a certain audience, Kohler is choosing a different message, based on the readership demographics. I don’t see anything wrong with this as long as they’re not overstating in the “green” ad. I think the “dancing with the stars” concept fits with their “bold” tagline. I’ve seen some of their other ads in this series, and I think it’s more about showcasing their products, from which consumers can choose water-saving models. Does taking a shorter shower use the same about of water as a longer shower with a water-saving shower head?