1. REBRAND’D
Jenna Cerruti
Heather Cyrus
Cristina Dunning
Elise Presicci
Lauren Short
By
CONFIDENTIAL
DOCUMENT
Monday, November 22, 2010

2. “When a company spends more on advertising
its environmental friendliness than on
environmental actions, that’s greenwash.”
– Kenny Bruno
Monday, November 22, 2010

3. history
First “Green” rebranding : 1989
Second wave: 2000
Differentiate BP from its rivals
(Shell controversy)
Monday, November 22, 2010

4. RESEARCH
Ogilvy & Mather
Pre- and post-tests and focus groups
Money?
Monday, November 22, 2010

5. REBRAND’D
Monday, November 22, 2010

6. “A different kind of oil company”
Helios image and “Beyond Petroleum”
Investments in alternative energy
$8 billion dollars over 10 years
Investments in University research
Wildlife conservation
http://www.youtube.com/watch?v=GVsPT6ePKPw
Monday, November 22, 2010

7. BP on the Street
Interviews about renewable energy and
impact of fossil fuels
No mention of oil
Global oil company, Positive media
coverage
http://www.youtube.com/watch?v=GKBKAHdlWbI&NR=1
The campaign(s)
Monday, November 22, 2010

8. BP resigned from Global Climate Coalition
Natural gas investment
#1 Solar producer
Spent $45 million to buy Solarex -- solar energy
REBRAND ACTIONS
Monday, November 22, 2010

9. Over 8,000 oil spills since 1990
Alaska
Oil explorations
Toxic discharge dumping
Logo v. renewable energy
misleading
Monday, November 22, 2010

10. KEY PUBLICS
Environmental Organizations
Politicians
Consumers
Business Partners
Stockholders
Monday, November 22, 2010

11. Environmental Organizations
National Wildlife Federation
GreenPeace -- “Best Impression of an Environmentalist”
Green Rainforest Action Network
Monday, November 22, 2010

12. POLITICIANS
BP donations for election campaigns
Donations take place of oil spill clean up costs?
2008 presidential election campaigns
Obama/Biden: over $71,000
McCain/Palin: over $36,000
Monday, November 22, 2010

13. CONSUMERS
Before -- lots of new consumers = money spent
After -- lies, lies, lies
Monday, November 22, 2010

14. Business Partners: Ogilvy
Long history in government relations and lobbying
Greenwashing campaigns with Ford and BP
Work with BP made company infamous
Case study removed from website
CorporateWatch
Misleading, deceptive
Monday, November 22, 2010

15. SHAREHOLDERS
2002 Annual Report
Shares up 24 cents
Up 9.1% dollars
Monday, November 22, 2010

16. COMMUNICATION
BP’s greenwashing created even more of a negative image
BP’s promises were simply changes in words, not actions
People became more connected to BP through campaign
However, communication failed to successfully “show” change
Monday, November 22, 2010

17. RECOMMENDATIONS
Should have paid more attention to first rebranding.
Spend more on renewable energy technologies.
Focus on quality, not quantity.
Recognize it’s an oil company. Stay true to company
practice.
Focus on one way to improve/be greener
Monday, November 22, 2010

18. And that’s BP
REBRAND’D
Monday, November 22, 2010