The Importance of Synergy

Let's take a look at commercial #2 from the Olympics.

ExxonMobil has launched a brand campaign which features several of the CSR initiatives they are taking on. One ad which has caught our attention, focuses on ExxonMobil's fight against Malaria.

Of course, we believe that it is very important to raise the awareness around Malaria because of it's massive effect on the global population. But one of The Greenery's core beliefs is that in order to have truly effective sustainability marketing, the marketing messaging must be synergistic with the core consumer proposition to both the business and brand promise.

While we assume ExxonMobil's hearts are in the right place, because ExxonMobil is an oil company with no connection to world health, this type of messaging could be perceived as using a devastating illness to elevate their brand image.

Thoughts??