Introduction of a Grocery’s Private Ecological Label
The Scandinavian grocery chain ICA launched its “I love Eco” label in Norway. Therefore, it came up with the funny “Eco Dance” video below and a website.
Since the video can be personalized and forwarded to friends, it made its way through the blogosphere and generated buzz (search for eco dance on youtube and find out!).
According to ADVERBLOG it is part of ICA’s advertising concept - a long running sitcom about a store.
I don’t know the entire campaign and if the characters of that sitcom are famous in Scandinavia. If so, just imagine the potential regarding further channel communication like theme and in-store promotions or mobile applications etc. Even the word mark and logo are obviously part of the approach to create a green movement associated with ICA’s private ecological label.
Although it reminds a bit of Elf Yourself!, I think it’s a great idea. Congratulations to the agency King!
