BP - The Power of Possible
Critics have labeled the campaign as "greenwashing," arguing that BP's investments in renewable energy were minimal compared to its expenditures in oil exploration and production.
The campaign's highlight was BP's attempt to shift its image from a traditional oil company to a progressive energy provider, emphasizing investments in renewable energy sources.
- environmentally conscious consumers
- investors interested in sustainable energy
- General public concerned about corporate Environmental responsibility
TARGET AUDIENCE
About the
Campaign -
Critics have labeled the campaign as "greenwashing," arguing that BP's investments in renewable energy were minimal compared to its expenditures in oil exploration and production.
Core Theme of the Campaign -
1. Rebranding Effort e� BP introduced the "Beyond Petroleum" slogan and a new logo to signify a commitment to sustainability.
2. Advertising Campaign e� A $200 million public relations campaign was launched to promote BP's new image.
3. Renewable Investments e� BP acquired a solar energy company but continued to invest heavily in oil operations, leading to skepticism about its commitment to renewables.
4. Public Perception e� The campaign received mixed reactions, with some viewing it as a positive step and others as a superficial marketing tactic.
5. Environmental Incidents e� Events like the Deepwater Horizon oil spill in 2010 further damaged BP's environmental credibility.
6. Carbon Footprint Concept e� BP popularized the term "carbon footprint," shifting some responsibility for climate change to individuals.
7. Long-Term Impact e� The campaign sparked discussions about corporate responsibility and the authenticity of environmental claims.
8. Current Position e� BP continues to face challenges in balancing its traditional oil business with renewable energy initiatives.