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Description:
Aveda has a long history of trying to improve their product's environmental footprint. I like the fact that they are willing to spend their advertising dollars on important environmental behavioral change is impressive. Aveda is acting as a leader, but could still do more.

RATINGS & COMMENTS

3.0pricklypear’s
Rating
Comment:
I get my hair cut at an Aveda salon and see a lot of their stuff, including this ad. I applaud Aveda for giving guidelines to their salons... recycling, etc. But in regards to water... A LOT of water is used at a salon, and some very unfriendly chemicals are put down the drain (yes, Aveda product). So, while the ad gets an A for awareness it flunks because until Aveda is able to affect how much water it's salons use and until it can reduce the water used by consumers who buy their products and take them home, the idea that Aveda is water-friendly is just ridiculous.

4.2pricklypear’s
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Comment:
Also... this is about Aveda's fundraising/action campaign for Earth month 2008. As a marketer, their call to action is weak... "join us". Join you to do what??? Buy product? The call to action is so weak that it only serves to suck a consumer in to feel good about the brand - not perform a specific action. There's no specific web address to visit, no direction to donate at a salon. It's just green image building.

4.6SeaTail’s
Rating
Comment:
The ad makes a call to "join us"... but doesn't say what. Feel-good branding with zero substance - clear greenwashing.