bold visuals examples horowitz
TRANSCRIPT
SEXYGREEN CAR
REMEMBER THIS KEY SEXY PRINCIPLE!
Harmonize messages of self-interest (e.g., saving
money/making money, solving problems, achieving goals) and
global purpose
Make going green SUPERIOR to/MORE economical than the alternative—hit both
self-interest and higher good
SEXY GREEN ANIMÉ AVATAR
Sexy in both traditional AND nontraditonal senses
Woman-designed for eco-conscious AND image-conscious audiences
Green Rena mutlicultural green magazine
RESULTS:MARCAL
BANK-RUPT,
2006
Rebranding (“Small
Steps”/foliage)
launched April 2009
By December 2009, top-
selling recycled
brand
DO YOU THINK BEN & JERRY’S WOULD HAVE SUCCEEDED…
WITHOUT the green/ethical
market?With ONLY the green/ethical
market?
SEXY GREEN EVENT VENUE
“Sexy” and storied history
Birthplace of movements and books
Green features:
solar, geothermal
Anchors for today’s marketing
SEXY GREEN RETROFIT
HUGE PR for green building
Sexy: saving $4MM+/year, 33% ROI, 3-
year payback
Legendary tourist destinati
on
SAMPLE MESSAGE POINTS: ENVIRONMENT
“Our facility is 80% solar (wind, hydro) powered”
“Working to achieve zero waste within two years”
“Using only recycled raw materials since 1950”
SAMPLE MESSAGE POINTS: COMFORT/LUXURY/PAMPERING
“The warmest and softest
slippers you’ll ever own,
thanks to our special blend of all-natural
fibers”
“This powerful shower
makes you feel so good,
you won’t believe how little water
you’re using”
SEXY/UNSEXY MONEY STATS 2 CONVINCE CEO, BOD, SHAREHOLDERS…
$4.12 TRILLION invested in clean
energy worldwide since
2007
Walmart’s sales of organics:
~$15.44 billion (2011)
Chevron owes $19 billion for anti-ethical, nongreen practices
SAMPLE MESSAGE POINTS: CONVENIENCE
“Enjoy fresh veggies from our organic greenhouse all winter. Need a scrumptious, juicy tomato for your dinner? Just pick one off the vine.”
“No more fussing with cranky, complicated HVAC—the passive ventilation system has no moving parts to break down”
SEXY PEOPLE’S ENVIRO MOVEMENT
Mass outrage channeled into
ACTION
“Experts”: Terrible,
but nothing
we can do
Threat to iconic
landscape
STM: MESSAGE POINTS
Water
Traffic/noise
Endangered plant and animal habitats
Strain on town services
Destruction of the rural character of the neighborhood
EMPOWERED RESIDENTS WILL STOP THE PROJECT!