Bosch strategy boutique fails greenwash test

Saving the planet, one space shuttle launch at a time

By Chris Williams • Get more from this author

Posted in Environment, 5th September 2008 08:02 GMT

The marketing robots at the UK tentacle of remorseless Teutonic engineering firm Bosch haven't quite mastered the art of eco-friendly promotion guff.

Their "Planet Savers" competition offers entrants the exciting opportunity of flying all expenses paid to Florida to witness the launch of the space shuttle, that wonder of our low-carbon society.

The wheeze is a tie-in with the recent spacey Disney flick Wall-E, and punts Bosch's range of energy and water efficient washing machines, tumble driers, dishwashers and fridges.

The lucky winner and family will be whisked away for a five-night stay at well-known eco-resort Disney World in Orlando. The jaunt to Cape Canaveral will merely cap off a week of intensive planet-saving.

Our Earth-hugging family will no doubt be wowed by the sight of two million kilograms of super-energy-efficient aluminium, explosives, heavy metals and poisons blasting through the atmosphere, leaving a trail of hydrochloric acid and debris in its wake. And happily, the naughty freon foam that formerly lined the shuttle's main fuel tank was phased out from 1997*.

Bosch's marketeers explain the motivation behind the promo thus: "At Bosch we believe you should never have to sacrifice excellence to embrace the planet we share." At El Reg we believe the strategy boutique should never have to sacrifice sales to embrace a new marketing paradigm. ®