I spotted this billboard for a Hi-tec walking boot a few months ago and I used it on Wednesday’s Green Marketing webinar as an example of how not to do green marketing. I am both a green consumer and a keen rambler, so I am a prime target for this product and its marketing message, yet it left me cold.
The obvious flaws are the uninspired imagery and the lack of any justification for the claim that this boot is in anyway greener than normal boots – and with rivals as ambitious on sustainability as Timberland, they’d need have to have a good story to tell.
But the real damage is done by that incredible strap-line:

“The environmentally considered walking boot”.

Urgh! Apart from the dodgy grammar, and its sheer clunkiness, it means nothing. Where’s the wit, where’s the insight, where’s the passion? Did someone actually get paid to produce this?