Friday, April 11, 2008

Project Runway and Pure and Natural Team Up For Earth Day Charity (Marketing) Effort

--trends + business + politics--

Pure & Natural is trying be earth friendly, and quite creative in its efforts, by associating with the Eco Fashion movement. The company tapped reality television darling "Project Runway" to participate in a charity handbag auction.

The handbags will be produced by Runway alumni including; Alison Kelly, Diana Eng, Jack Mackenroth, and Kayne Gillaspie who were asked to design handbags - using only the biodegradable bar soap packaging and $50. The handbags will be auctioned off live on April 22nd (Earth Day) at the site. Bags will start at $100 and will go to Earth Pledge, an environmental non-profit.

The company is working with its PR agency, Creative Media Marketing (CMM) on the effort, and initially announced the initiative at the Future Fashion Show in January 08'.

"We had sponsored the FutureFashion show, which is about eco-fashion and how it's becoming more mainstream, but it made sense to do something different that would get a little more press for the individual brand," said Andrea Snyder, SAE at CMM. The company also hopes to share in the momentum generated by Earth Day. "Editors love to cover things for Earth Day, and each year it's a bigger deal," Snyder said.

Saavy marketing ? Socially conscious ? Gimmick ? All of the above? You decide.

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