Monday, February 19, 2007

Brands: Shell's move into CSR criticized

Marketing magazine recently announced that Shell will promote it's technical innovations and the work it is doing to reduce environmental damage.

It is believed that the work, which is being co-ordinated internally by Shell Brands International, is an attempt to rival the green credentials of rival oil firm BP, which has already allied itself with environmental concerns.

Further on in the magazine however is an article that criticizes Shell's move to communicating it's CSR drive. "How can Shell credibly affiliate itself with speeding cars while seeking to flag up its green credentials", James Quilter wonders. In March the company will run an ad celebrating the 60th anniversary of its partnership with Ferrari Formula One team. The ad, which also promotes Shell's V-Power high-performance fuel, features Ferrari's F1 cars racing around some of the world's best-known capital cities.

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