New World has released its latest collectible miniatures, but this time it’s not tiny plastic Nutri-Grain packets, cooking oil or Super Wine biscuits, it’s taken a more sustainable turn and has launched Little Garden instead, enabling kids to collect miniature seedling kits. We chat to GoodSense managing director Kath Dewar about New World’s decision to move away from plastic collectibles.
Browsing: Kath Dewar
The human urge to collect is a powerful one (and makes for excellent television). And our local supermarkets have been tapping into this urge in recent years, whether through tiny groceries or animal cards. In pretty much every case, the nation seems to have gone completely mad for them, with swap meets being organised, black markets being established and kids regularly tugging on parents’ pants demanding the full set and the associated plastic tat. Now Countdown has struck up a deal with Disney Pixar for its latest collectables campaign, Domino Stars.
Burger King has cut toys from its kids’ meal options and stopped television advertising of its kids’ meals, and it says it’s the first burger chain in New Zealand to do so.
Consumers—especially the younger ones—are increasingly checking out whether companies have been naughty or nice. And research shows an average of 55 percent of global online consumers are willing to pay more for products and services from companies that are committed to positive social and environmental impact. So, as Kath Dewar writes, it pays to keep it clean.
Kath Dewar, managing director of marketing agency Good Sense, shares her not-so-rosy views on pester power in the light of Countdown’s hugely successful Heroes Dreamworks campaign.
The Commerce Commission has warned fruit importer Dole it may be in breach of the Fair Trading Act on three separate counts relating to the company’s Ethical Choice marketing scheme. However, only a court can decide if there has actually been a breach of the Fair Trading Act, with convicted companies liable for fines of up to $200,000.
When iconic ad man Martin Lindstrom starts preaching ethics and green sensibility, you know the writing is on the wall for business as usual in the marketing world. But it’s not really Lindstrom calling the tune here. He’s just the weatherman pointing out the massively changed consumer climate. In New Zealand, 88 percent of us want to buy more sustainable products and services according to Colmar Brunton’s B3W research 2010 & 2011, with spends increasing even in tough times.
All the news (about pyar, new baby food, ice cream, banned ads, loin tingling, non-profit organisations and green marketing) that’s fit to print – and now in handy meta format.