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April 4, 2008

214 words

As part of its push to show shoppers it's conscious of theenvironment, Wal-Mart has rolled out a green marketing andmerchandising campaign.

The campaign, called "Earth Month," breaks this weekwith TV spots highlighting eco-friendly products at the stores.

More than 50 products will be featured as part of Wal-Mart'sgreen initiative, including Coca-Cola co-branded T-shirts made outof recycled plastic bottles, energy saving light bulbs and UltraTide coldwater detergent that is formulated to work in cold water.Wal-mart.com will also promote 500 eco-friendly items at roll-backprices including apparel, baby products and home furnishings.

The goal is to make sustainable products more accessible andaffordable for lower income families and people on a budget, thecompany said.

"Wal-Mart is uniquely positioned to make sustainablechoices a real option for hundreds of millions ofAmerican--not just the few who until now could afford tochoose them," Matt Kistler, senior vice president ofsustainability at Wal-Mart, said in a statement.

The retailer is also giving away 1 million custom-made reusableshopping bags on April 19.

In addition to TV, the campaign also includes print ads, radiospots and online ads and a 16-page insert in May consumermagazines.

For morecoverage on marketing at retail

April 3, 2008