Coca-Cola Looks to the Wind for “Green Points” with Consumers

The Coca-Cola Company has been advertising in Times Square since 1932. To kick off its 2009 campaign, “Refresh. Recycle. Repeat.” in this historic location, Coca-Cola opted to change the source of the electricity powering its digital billboard to wind power.

Coca-Cola is the first billboard advertiser in Times Square to go green. According to Coca-Cola and ConEdison Solutions (the energy provider), the change to wind power will keep 1,886 metric tons of carbon dioxide from being released into the environment each year, equivalent to taking 75 cars off the road or converting 38 houses to clean energy for a year. Since Coca-Cola announced its move to renewable energy, close to 30 other billboard advertisers in Times Square have followed suit.

Jorge Lopez, president and CEO of ConEdison Solutions, applauded Coca-Cola for its leadership, and said that “renewable power is good for our climate and our economy, and helps make America more self-reliant in terms of energy supplies.”

Many other companies have also elected to take a “green” approach to production and advertising. For instance, SunChips ran print ads around Earth Day that gave information about the launch of its new solar-powered factory in California.

All of this activity in the “Green Market” can lead company executives to ask themselves what they are doing and what they should be doing to keep up with competitors.

Going green like Coca-Cola is proving to be worthwhile, especially right now in our current economic crisis. According to an Edelman study done this November involving 6,000 participants from ten countries, they found that:

-Globally 80% of consumers feel that during a recession, it is still important for brands and companies to set aside money for social purpose.

-68% of consumers say that in a recession, they would remain loyal to a brand if they support a good cause.

-55% of consumers say that in a recession, they will buy brands that support a good cause even if it is not the cheapest brand.

(Information courtesy of Environmental Leader)

As you can see, big initiatives or small, customers are looking for companies that are making a difference. That may mean advertisers and marketers will look for “new and improved” ways to plug the benefits of going green.