Total has recently launched its latest advertising campaign, called ‘Committed to better energy’. The launch of the new campaign was conceptualised to develop overall brand awareness across the globe, as well a s highlight Total’s operations in oil production, it’s role in natural gas and a global leader in alternative energy (e.g. solar power).
The shift towards a responsible energy future lies in Total’s commitment for energy that is safe, clean, efficient, innovative and accessible to people. Energy companies like Total are under constant pressure to seek out better alternatives.
What the campaign does well is showcase the diversity of the brand’s energy mix, but most importantly Total’s commitment to a vision of a sustainable future. The advertising campaign illustrates the message, having been filmed and photographed at several Total locations depicting employees and their pledge to a sustainable future.
However, this campaign is not without some problems. Greenwashing is a marketing tactic deceptively used to promote the perception that an organization’s products, aims or policies are environmentally friendly. Consumers are starting to wake up and realise that brands are not meeting their promise to sustainable business practices. Consumers are now aware more than ever of loaded brand messages that are not necessarily commitments to their promise.
Having said this, Total’s partnership in Formula One racing has allowed for the brand to explore energy efficient alternatives and innovations, but unless we start seeing these product innovations manifest in our communities, schools, and businesses, Total’s ‘commitment to better energy’ will fall short of that promise.
[Review by Ryan Fortune, a media, advertising and communications student at Red & Yellow School.]
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