With the price of gasoline topping $4 a gallon, is it any wonder the GM is looking for ways to show angry consumers that it's going green?
The car company announced this week that it will begin a new advertising campaign announcing its breakup with "Big Oil."
The campaign consists of a televised Dear John letter to the oil companies:
"We’ve had this great relationship for many years," the letter states. "We think we will both be a lot happier and healthier if we see less of each other."
The McCann-Erickson creation will appear on NBC’s “Meet the Press” on June 22, Katherine Benoit, corporate marketing director at GM told a group at the American Advertising Federation meeting, Advertising Age reported.
Does spending thousands of dollars to create a clever PR campaign mean GM is serious about going green? Will a "Dear John" letter to Big Oil help convince disgruntled motorists that this environmental push is for real?
Everyone wants to be seen as green these days, but green strategies can backfire if there is nothing real to the claim. There in lies the problem: GM has no real alternative to gas-guzzling vehicles, at least an alternative that has gone mainstream.
If Toyota had launched the Dear John letter and signed it "yours truly, Prius," the campaign would make more sense.