Honda's flirtation with "Environmentology" is coming to a slow stop as the green-themed campaign will gradually disappear over the next few months. However, the Japanese car maker says "the
environmental message will continue to be part of Honda."
One insider says the approach featured the made-up term: "never went as deep as had been planned. It was directionally
challenged, and I think Honda was struggling as a group with it. As soon as it started rolling out, mind-sets changed."
Spots rolled out last fall along with a big newspaper and
magazine buy. Campaign spending was not broken down, but Honda laid out $729 million in measured media in 2006, according to Nielsen Monitor-Plus. Oddly, the move comes as other automakers try to out
do each other to make environmental sensitivity part of their public image. Ford, General Motors, Toyota and others have stepped up their eco-messages.
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