REBRAND’D
Jenna Cerruti
Heather Cyrus
Cristina Dunning
Elise Presicci
Lauren Short
By
CONFIDENTIAL
DOCUMENT
Monday, Novemb...
“When a company spends more on advertising
its environmental friendliness than on
environmental actions, that’s greenwash....
history
First “Green” rebranding : 1989
Second wave: 2000
Differentiate BP from its rivals
(Shell controversy)
Monday, Nov...
RESEARCH
Ogilvy & Mather
Pre- and post-tests and focus groups
Money?
Monday, November 22, 2010
REBRAND’D
Monday, November 22, 2010
“A different kind of oil company”
Helios image and “Beyond Petroleum”
Investments in alternative energy
$8 billion dollars...
BP on the Street
Interviews about renewable energy and
impact of fossil fuels
No mention of oil
Global oil company, Positi...
BP resigned from Global Climate Coalition
Natural gas investment
#1 Solar producer
Spent $45 million to buy Solarex -- sol...
Over 8,000 oil spills since 1990
Alaska
Oil explorations
Toxic discharge dumping
Logo v. renewable energy
misleading
Monda...
KEY PUBLICS
Environmental Organizations
Politicians
Consumers
Business Partners
Stockholders
Monday, November 22, 2010
Environmental Organizations
National Wildlife Federation
GreenPeace -- “Best Impression of an Environmentalist”
Green Rain...
POLITICIANS
BP donations for election campaigns
Donations take place of oil spill clean up costs?
2008 presidential electi...
CONSUMERS
Before -- lots of new consumers = money spent
After -- lies, lies, lies
Monday, November 22, 2010
Business Partners: Ogilvy
Long history in government relations and lobbying
Greenwashing campaigns with Ford and BP
Work w...
SHAREHOLDERS
2002 Annual Report
Shares up 24 cents
Up 9.1% dollars
Monday, November 22, 2010
COMMUNICATION
BP’s greenwashing created even more of a negative image
BP’s promises were simply changes in words, not acti...
RECOMMENDATIONS
Should have paid more attention to first rebranding.
Spend more on renewable energy technologies.
Focus on...
And that’s BP
REBRAND’D
Monday, November 22, 2010
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REBRAND'D

  1. 1. REBRAND’D Jenna Cerruti Heather Cyrus Cristina Dunning Elise Presicci Lauren Short By CONFIDENTIAL DOCUMENT Monday, November 22, 2010
  2. 2. “When a company spends more on advertising its environmental friendliness than on environmental actions, that’s greenwash.” – Kenny Bruno Monday, November 22, 2010
  3. 3. history First “Green” rebranding : 1989 Second wave: 2000 Differentiate BP from its rivals (Shell controversy) Monday, November 22, 2010
  4. 4. RESEARCH Ogilvy & Mather Pre- and post-tests and focus groups Money? Monday, November 22, 2010
  5. 5. REBRAND’D Monday, November 22, 2010
  6. 6. “A different kind of oil company” Helios image and “Beyond Petroleum” Investments in alternative energy $8 billion dollars over 10 years Investments in University research Wildlife conservation http://www.youtube.com/watch?v=GVsPT6ePKPw Monday, November 22, 2010
  7. 7. BP on the Street Interviews about renewable energy and impact of fossil fuels No mention of oil Global oil company, Positive media coverage http://www.youtube.com/watch?v=GKBKAHdlWbI&NR=1 The campaign(s) Monday, November 22, 2010
  8. 8. BP resigned from Global Climate Coalition Natural gas investment #1 Solar producer Spent $45 million to buy Solarex -- solar energy REBRAND ACTIONS Monday, November 22, 2010
  9. 9. Over 8,000 oil spills since 1990 Alaska Oil explorations Toxic discharge dumping Logo v. renewable energy misleading Monday, November 22, 2010
  10. 10. KEY PUBLICS Environmental Organizations Politicians Consumers Business Partners Stockholders Monday, November 22, 2010
  11. 11. Environmental Organizations National Wildlife Federation GreenPeace -- “Best Impression of an Environmentalist” Green Rainforest Action Network Monday, November 22, 2010
  12. 12. POLITICIANS BP donations for election campaigns Donations take place of oil spill clean up costs? 2008 presidential election campaigns Obama/Biden: over $71,000 McCain/Palin: over $36,000 Monday, November 22, 2010
  13. 13. CONSUMERS Before -- lots of new consumers = money spent After -- lies, lies, lies Monday, November 22, 2010
  14. 14. Business Partners: Ogilvy Long history in government relations and lobbying Greenwashing campaigns with Ford and BP Work with BP made company infamous Case study removed from website CorporateWatch Misleading, deceptive Monday, November 22, 2010
  15. 15. SHAREHOLDERS 2002 Annual Report Shares up 24 cents Up 9.1% dollars Monday, November 22, 2010
  16. 16. COMMUNICATION BP’s greenwashing created even more of a negative image BP’s promises were simply changes in words, not actions People became more connected to BP through campaign However, communication failed to successfully “show” change Monday, November 22, 2010
  17. 17. RECOMMENDATIONS Should have paid more attention to first rebranding. Spend more on renewable energy technologies. Focus on quality, not quantity. Recognize it’s an oil company. Stay true to company practice. Focus on one way to improve/be greener Monday, November 22, 2010
  18. 18. And that’s BP REBRAND’D Monday, November 22, 2010

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