Greenwash Soap Parodies Claims Made by So-Called Green Brands
Laura McQuarrie — September 30, 2023 — Eco
References: betterclimatestore & designtaxi
Greenwash Soap by Better Climate Store is touted as a solution for washing away climate guilt, and it challenges the claims made by brands that would rather greenwash their products than have than do right by the environment. This deeply moisturizing soap is made with the saponified oils of coconut, canola, castor, purified water, sodium hydroxide and essential oils to create an invigorating eucalyptus mint scent.
Proceeds from this soap go towards the BETTER Climate Fund, and as such Greenwash Soap claims to be "the only greenwash that actually helps the planet."
To build the buzz surrounding this soap bar, the brand teamed up with creative agency Spacecraft Earth for a 30-second commercial that parodies body care advertisements and the results they promise.
Proceeds from this soap go towards the BETTER Climate Fund, and as such Greenwash Soap claims to be "the only greenwash that actually helps the planet."
To build the buzz surrounding this soap bar, the brand teamed up with creative agency Spacecraft Earth for a 30-second commercial that parodies body care advertisements and the results they promise.
Trend Themes
1. Satirical Eco Soaps - The rise of satirical eco soaps that parody claims made by so-called green brands presents potential disruptive innovation opportunities in the bath and body care industry.
2. Challenging Greenwashing - The challenge against greenwashing by brands and the demand for transparency in environmental claims creates opportunities for disruptive innovation in the sustainability industry.
3. Creative Advertising Parodies - The trend of creative advertising parodies, such as the 30-second commercial for Greenwash Soap, opens up opportunities for disruptive innovation in the marketing and advertising sector.
Industry Implications
1. Bath and Body Care - The emergence of satirical eco soaps poses disruptive innovation opportunities in the bath and body care industry.
2. Sustainability - The push to challenge greenwashing and promote transparency in environmental claims offers disruptive innovation opportunities in the sustainability industry.
3. Marketing and Advertising - The trend of creative advertising parodies provides disruptive innovation opportunities in the marketing and advertising sector.
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