June 3, 2010 · 8:17 pm
The slow motion disaster that is unfortunately continuing to take shape in the Gulf of Mexico will undoubtedly become a significant case history in the fields of public relations, corporate social responsibility (CSR) and crisis management.
While British Petroleum has certainly been the victim of a worst-case scenario, they have also been woefully unprepared for a disaster that is obviously within the realm of possibility. Good crisis planning could have probably predicted the current event and hopefully prodded some preparation to deal with it.
But from a PR perspective, BP has done a good job of accepting responsibility, admitting mistakes, being transparent about what is going on and I suppose when this is over, doing what is necessary to make sure it never happens again. What is yet to be determined is how much BP is willing or able to make the innocent victims of the disaster whole.
The Exxon Valdez spill in Alaska showed the massive resources, both financial and in human capital, that are required to right a wrong of this magnitude. And as the oil slick in the Gulf continues to grow and more communities are affected, the job just becomes bigger. While the fragile eco-system of Prince William Sound is still recovering from the effects of its disaster, it is relatively sparsely populated compared to the communities of the Gulf of Mexico. Cleaning up the oil and working to restore both the environment and the confidence of an angry public will be a massive undertaking.
Once the flow of oil is stopped, the real work will begin. Let’s hope that BP is prepared.
August 19, 2008 · 8:35 pm
Selling Water Can Be Fun and Profitable!
I recently came across this article about the launch of Nestlé Waters first ever marketing campaign targeting Hispanics. The campaign includes an endorsement deal with Cristina, TV spots on Univision, spot radio in major Hispanic markets, print advertising (print lives!) a consumer contest and in-store hoopla.
The best thing about all of this is that the ads feature Cristina talking about health topics, including the risks associated with obesity and diabetes. The campaign was created by the fine folks at Castells & Asociados.
Obviously there are a lot of ways to sell bottled water and I applaud Nestlé and Castells for using their marketing muscle to get behind reducing obesity and diabetes in the Hispanic community. This is a cause which I cannot endorse more strongly.
In 2005, one in four U.S. Hispanic adults was obese (not just overweight). But what’s most alarming is the trend with children. One in six Hispanic high school students is overweight and 24% of Mexican-American children aged 6 to 11 are overweight, compared to 20% for African American kids and 12% for non-Hispanic whites. It’s well known that obesity can lead to higher insulin levels and type 2 diabetes as well as other health problems like asthma, high blood pressure and sleep apnea.
There are factors that contribute to this situation, including genetics, that cannot be controlled. But two major factors that we can impact are exercise and nutrition. Any effort to get kids and their parents to dump the soda and other high calorie, low nutritional value foods, should be supported. Everyone can benefit from drinking more water and from using water as a substitute for high calorie beverages.
But here’s the rub. If you’ve been paying attention, bottled water producers are bottling and selling a product we don’t really need (tap water works just fine) and creating a nasty, land-filling byproduct in the form of plastic bottles that live forever.
So what’s a health conscious enviro-wannabe like yours-truly to do? I’d gladly give Nestlé my frequently sought, yet seldom given, stamp of approval if: Nestlé also educated its consumers on the need to recycle those ugly little plastic bottles and better yet, provided an incentive for them to do so.
After that, I’d hope that folks would get tired of expensive bottled water and turn to taps, filters and reusable bottles. But one step at a time.
Filed under Climate Change, corporate social responsibility, CSR, Green Marketing, Hispanic marketing, Multicultural Marketing
Tagged as bottled water, Castells & Asociados, Cristina, Hispanic diabetes, Hispanic marketing, Hispanic obesity, Nestlé water