Thai Namthip’s eco-crush bottle, marketing project done by Coca-Cola Thailand is an excellent case study of a contradiction in ethical marketing. In recent decades, ethical marketing mix has become increasingly important among all organization especially the concern over environmental impact of packaging. Plastic waste problem becomes a momentous issue globally (Hawkins, 2011). Many leading businesses have tried to develop new approaches in producing green packaging or named as Design For the Environment (DFE) approach (Hauschild et al., 2004). Namthip drinking water has rebranded itself and launched new slogan, ‘Namthip Thinking Water’. The claim on its green packaging is that eco-crush bottles will help saving the environment in many aspects. This leads to several amounts of benefits and innovations within the society. Furthermore, it has yielded back an ethical criticism on its marketing as well.
Namthip, Thinking Water
Thai Namthip is one of the top five players in industry that always markets itself with green packaging approach. From the trend towards ethical environmental packages, global opportunities in doing sustainable businesses with an environmental consciousness (Siamturakij, 2012) and the support that people actually buy the package not the product itself as it reflects pure quality of water (Hawkins, 2011). All these factors should be a stimulus that provoked Namthip to come up with green project that will make the brand become differentiated.
Namthip has rebranded itself to be more environmentally friendly with new packaging, an eco-crush bottle in the year 2012. The investment of 700 millions THB was pushed into new manufacturing line. This new innovative bottles are products of less PET material, which actually is already the most sustainable material for bottles. PET saves environment under the aspect of Carbon Dioxide emission and energy consumption more than any others material (Chaiittipornwong et al., 2013). Namthip’s decision to use less of it, along with an argument that less PET consumption will help saving more of the environment and benefit consumers and the
society. Namthip also came up with new communication message ‘Namthip Thinking Water’ along with the slogan that will provoke people to consume in three easy steps, ‘Choose – Drink – Twist’. These steps are easy to memorize and every time consumers choose Namthip to drink, the environment is secured.
This big change has not just turned Namthip toward perception of being friendly and ethical brand, but also made it become distinctive more than other players in the market. The concept will enhance the experience of the consumers as they will be able to consume quality of water while help protect the environment. Nevertheless, by using the CSR and ethical points to distinguish itself, Namthip should be taken a closer look to see whether any hidden agenda is behind this green campaign.
Looking to the past manufacturing under how ethical thinking...