BRAND TOUCHPOINTS

Carrefour – Eco friendly supermarket

Posted in Uncategorized by Abhinaya Chandrasekhar on October 18, 2009

Here’s an eco-friendly supermarket.

One of the global giants has decided to go green. Not only are they being environment conscious, they are also encouraging everybody to stop using plastic. Carrefour released a campaign that has a very simple message. Plastic = Shit. What struck me as different about this was the tone of communication. Simple, straight from the gut talk. Films, which was part of the campaign led the viewers to visit their site. Funny, but everything in here is in Spanish. Either the translate link is also in Spanish or there is no info for non-Spanish people.

About Carrefour

A supermarket that provides an awesome experience. Carrefour used to be a weekly routine during my Dubai days. Young couples doing their routine shopping, hassled mother trolleying around her kids, single men aiming at completing their entire list for a month under one roof, older people trying out one-size-fits-all clothes, girls at the cosmetic counters, all sorts of people can be found here.

Consequences

There have been other anti-plastic bag initiatives taken earlier. In fact, the Spanish government released a set of rules to ban use of plastic bags by 2015. Latin America had released a 3D animated spot called Revenge that used an emotional appeal for the same cause. But, a supermarket taking it up is different and will probably be well appreciated.

Carrefour reported a loss of 9% in the first quarter of 2009. This initiative might help to become the no:1 choice for supermarkets. Consumers are becoming increasingly environment conscious. Even if a premium is attached to shopping at Carrefour, consumers wouldnt mind paying up if this initiative kicks off well.

Carrefour could probably begin using social media extensively for this. So many communities are already in existence that stand for anti-plastic and environment protection. Engaging in conversation with the communities can probably generate more ideas that can take the initiative to another level.

What they have begun is powerful. If they take it further carefully, it can create wonders. Global giants are considered inhuman. If they care and can make a difference, way to go Carrefour!

One Response

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  1. Chandrasekhar said, on October 23, 2009 at 4:13 am

    Fabulous !!! Green awareness has to happen at every level. Plastic = Shit – very well said. Atleast shit can be treated to convert into good manure, but plastic can not even serve that cause. It is only harmful to the core in any form. Let’s wake up and say a FIRM NO to plastic.

    Shopping experience carrying bags made of Cora cloth or jute is wonderful. I cherish my school days when we had to shop using these kinda bags.


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