Outdoor USA Magazine

Building on a history of environmental action and innovation that includes planting one million trees in China’s Horqin Desert, developing the Earthkeepers line of environmentally-forward products and launching an online “Earthkeepers movement” to motivate environmental behavior change, the Timberland Company today announced its biggest and most environmentally-focused marketing campaign yet—Nature Needs Heroes.

Launching globally over the next several weeks, the campaign showcases Timberland’s Earthkeepers collection. The collection is made with materials like recycled rubber and recycled plastic. Timberland promises that each pair of Earthkeeper boots contains at least one and a half plastic bottles.

“This campaign marks the culmination of our work to connect consumers to what we’re doing as a company to have a positive environmental impact,” explained Jim Davey, Timberland’s VP of Global Marketing.

The campaign is being executed through a variety of channels, including TV and print advertising, 3D displays in select retail stores, social media and an interactive microsite.

One unique feature of the campaign is Timberland’s “Virtual Forest” application for Facebook. When users create their own forest Timberland will plant live trees in Haiti to supplement its reforestation project there. Due to launch in late September, the application will also showcase a series of videos that chronicle the tree planting projects that the brand has established in Gonaives, Haiti.

< Prev		Next >