LEVI’S GOES GREEN AND WAL-MART GOES FOR THE HEART

Even Levi’s is going organic with a new collection of jeans called Levi's Eco. Levi's is marketing organics based on the underlying philosophy that it's cleaner and has less negative impact on health and the environment.

Starting this fall, Levi’s will include jeans made with 100% organic cotton.

The line will be identified as "Levi's Eco" and will be available in November at Levi's U.S. stores, with additional products to be introduced in spring

"What we've found in our research is that most consumers are aware of what organic means and what the benefits are," said a Levi’s spokesperson. "Consumers understand the impact organics can have on the environment and that things can end up in the food chain."

This socially responsible line will have subtle identifiers (something that this customer likes). An embroidered lower case "e" will identify the organic quality on the inside front pocket or at the bottom of the right leg. A natural canvas "Levi's" tab and "Two Horse Patch" in 100% organic fabric and natural colored pocket stitching will indicate the jeans are in organic cotton. All external packaging will be made from organic fabric or recycled paper and printed with soy-based ink.

The fall U.S. introduction is part of a global launch of products made with 100% organic cotton.

Need I say more, there is so much competition in the marketplace today that it takes something as subtle as an organic label to distinguish a product. Consumers are influenced by simple things like delivery, good service, in-store comforts and bonus points (hail to Loehman’s). What are you doing for your customer?

Wal-Mart Goes for the Heart Strings:
If Levi’s is going after environmental sustainability, then why shouldn’t Wal-Mart follow in their footsteps? Never one to be left behind, Wal-Mart is pulling a double header for your heart (and your wallet).

We hear that the giant super-store is launching a campaign to sell organic foods. With their sweat shop days behind them (supposedly), Wal-Mart now wants your vote of confidence that they are the good guys. The tagline to this campaign reads, "What will you bring to the table?" It’s about food, family and freshness…how much better can you get in the court of public opinion?

It seems this campaign is aimed at mom’s who want to insure that their families have the best life possible. For the guilt ridden this just might work. Again, this is another attempt to rally around the environmental flag pole. Now that Al Gore has told everyone that the world is melting, good corporate stewards are doing their part!

Their ads will appeal to a young irreverent bunch (your hat customers among them).

They go like this: "What will you bring to the table? Bring a picnic basket. And an excuse to ditch work.” A second ad reads, "Know what goes well with organic milk? Organic cereal and knock-knock jokes."