Making daily products sustainable for environment is obviously a good communication strategy. Various products are being changed in order to become good for the earth. Even cell phones are becoming so.
In 2009, the American brand Motorola created an entire recyclable phone : the MOTO W233 Renew. This phone is made with old plastic bottles. It is the first phone ever that makes no gas emission which is good for global warming issues.
Its launch took place at the CES at Las Vegas during which is a big electronically event. The launch shows that the phone is not considered as an environmental object but as an electronic one. It is targeted to everyone even electronic fans!
I think their communication was too much based on electronic. The launch was maybe a mistake. Above all, it was a sustainable product good for environment. So launching it during the electronic event CES where only electronic passionate were present may have been missing the right target.
And electronic products are not the most pertinent. Electronic fans that often change their mobiles may not be really concerned about global warming issue.
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