Panasonic Kicks Off `Green' Ad Campaign

By Greg Tarr -- TWICE, 10/18/2010

Secaucus, NJ - Panasonic said Monday it has launched an advertising campaign focused on its goal of becoming a leader in environmental innovation.

The Connecting with the Earth ad campaign features print and television ads highlighting Panasonic's eco-initiatives for the creation of products that save, create, store, and manage energy as well as products that can be more easily and completely recycled.

The campaign follows Panasonic's recently announced Green Plan 2018 initiative, which is aimed turning Panasonic into the leading electronics company in green technologies and next-generation energy and enviro-business solutions by 2018.

Panasonic said the goal of the campaign is to deepen awareness of Panasonic's eco products and services among both consumers and business partners.

Beginning today, five different ads began appearing in the print and online editions of the New York Times, USA Today, Wall Street Journal, and Washington Post as well as popular networking websites Linked In, Facebook and Panasonic's Twitter site.

The five ads spotlight different Panasonic eco-innovations in green products for home and business, including:

• Panasonic's line of Viera Full HD 3D TVs that all feature an Energy Star 4.0 rating.

• Panasonic's work on the development efficient solar energy panels, advanced whole-house fuel cells, super-efficient LED light bulbs that use 6.9 watts of energy and last up to 19 years, and next-generation battery cells to power electric vehicles.

• Panasonic's Toughbook  line of lap top computers that are said to "meet or exceed many of the world's strictest environmental standards." All Toughbook computers are manufactured in Clean Factories where at least 98 percent of generated waste is recycled.  Toughbook computers are also ISO14001 and RoHS-compliant, Energy Star-qualified, and rated either Gold or Silver on the EPEAT registry, indicating the highest levels of environmental performance, Panasonic said.

• Panasonic's High Definition Visual Communications system is creating opportunities for businesses to reduce their carbon footprint by conducting meetings in Full HD over the Internet, reducing the need for travel.

• Panasonic's line of home ventilation fans won an Energy Star "Partner of the Year Award".

In January a television ad campaign will follow the print and online segment with a series of TV spots on cable news networks including Bloomberg, CNN, CNBC, Fox News Channel, MSNBC, and the Weather Channel as well as DirecTV programming, Panasonic said.

"As a worldwide leader in consumer, business, and industrial electronics, Panasonic is committed to becoming the world's leading green innovation company," said Joseph Taylor, Panasonic North America chairman & CEO.  "Many companies talk about being green but Panasonic is focused on creating products that make the enjoyment of living more sustainable.

"Our Connecting with the Earth ads highlight the innovative products that Panasonic is bringing to market right now to help save energy and contribute to a more sustainable future.  We want people to know that Panasonic isn't just paying lip service to sustainability, we're doing something about it."