REBRAND'D
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The document discusses BP's history of "greenwashing" through rebranding campaigns portraying itself as environmentally friendly. It summarizes BP's 1989 and 2000 rebranding efforts, including adopting the "Beyond Petroleum" slogan and $8 billion investment in alternative energy. However, the document notes BP has had over 8,000 oil spills since 1990 and engaged in toxic dumping. It analyzes how BP's rebranding failed to actually change its actions and instead created a more negative image after its promises were revealed as just rhetoric rather than real change. The document recommends BP focus more on renewable energy technologies and quality over quantity of campaigns to improve its environmental reputation.
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REBRAND'D
- 1. REBRAND’D Jenna Cerruti Heather Cyrus Cristina Dunning Elise Presicci Lauren Short By CONFIDENTIAL DOCUMENT Monday, November 22, 2010
- 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. history First “Green” rebranding : 1989 Second wave: 2000 Differentiate BP from its rivals (Shell controversy) Monday, November 22, 2010
- 4. RESEARCH Ogilvy & Mather Pre- and post-tests and focus groups Money? Monday, November 22, 2010
- 5. REBRAND’D Monday, November 22, 2010
- 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. 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. 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. Over 8,000 oil spills since 1990 Alaska Oil explorations Toxic discharge dumping Logo v. renewable energy misleading Monday, November 22, 2010
- 10. KEY PUBLICS Environmental Organizations Politicians Consumers Business Partners Stockholders Monday, November 22, 2010
- 11. Environmental Organizations National Wildlife Federation GreenPeace -- “Best Impression of an Environmentalist” Green Rainforest Action Network Monday, November 22, 2010
- 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. CONSUMERS Before -- lots of new consumers = money spent After -- lies, lies, lies Monday, November 22, 2010
- 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. SHAREHOLDERS 2002 Annual Report Shares up 24 cents Up 9.1% dollars Monday, November 22, 2010
- 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. 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. And that’s BP REBRAND’D Monday, November 22, 2010