REBRAND'D

REBRAN

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Jenna CerrutiHeather Cyrus

Cristina DunningElise PresicciLauren Short

By

CONFIDENTIAL DOCUMENT

Monday, November 22, 2010

“When a company spends more on advertising its environmental friendliness than on

environmental actions, that’s greenwash.” – Kenny Bruno


history

First “Green” rebranding : 1989Second wave: 2000Differentiate BP from its rivals

(Shell controversy)


RESEARCHOgilvy & MatherPre- and post-tests and focus groupsMoney?


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“A different kind of oil company”

Helios image and “Beyond Petroleum”

Investments in alternative energy

$8 billion dollars over 10 years

Investments in University research

Wildlife conservation

http://www.youtube.com/watch?v=GVsPT6ePKPw




BP on the StreetInterviews about renewable energy and impact of fossil fuels

No mention of oil

Global oil company, Positive media coverage

http://www.youtube.com/watch?v=GKBKAHdlWbI&NR=1

The campaign(s)








BP resigned from Global Climate CoalitionNatural gas investment#1 Solar producer

Spent $45 million to buy Solarex -- solar energy

REBRAND ACTIONS


Over 8,000 oil spills since 1990Alaska Oil explorationsToxic discharge dumpingLogo v. renewable energy

misleading


KEY PUBLICSEnvironmental Organizations

Politicians

Consumers

Business Partners

Stockholders


Environmental Organizations

National Wildlife Federation

GreenPeace -- “Best Impression of an Environmentalist”

Green Rainforest Action Network


POLITICIANSBP donations for election campaigns

Donations take place of oil spill clean up costs?

2008 presidential election campaigns

Obama/Biden: over $71,000

McCain/Palin: over $36,000


CONSUMERSBefore -- lots of new consumers = money spentAfter -- lies, lies, lies


Business Partners: OgilvyLong history in government relations and lobbyingGreenwashing campaigns with Ford and BPWork with BP made company infamous

Case study removed from websiteCorporateWatch

Misleading, deceptive


SHAREHOLDERS2002 Annual Report

Shares up 24 centsUp 9.1% dollars


COMMUNICATIONBP’s greenwashing created even more of a negative image

BP’s promises were simply changes in words, not actions

People became more connected to BP through campaign

However, communication failed to successfully “show” change


RECOMMENDATIONSShould have paid more attention to first rebranding.Spend more on renewable energy technologies.Focus on quality, not quantity. Recognize it’s an oil company. Stay true to company practice.Focus on one way to improve/be greener


And that’s BP

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Technology

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