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Buzz in the Press
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Buzz in the Press

Buzz in the Press

Posted by Sarah on 06 Jul 2007 | Tagged as: Branding, Green, Travel, Current Affairs



Summer time inspires road trips. Whether you are inspired to visit national parks, friends and family, music festivals, or swimming holes, the interstates are crowded with campers and cars cruising down the highway.

In the spirit, Lucky Brand Jeans is cruising the States, from California to New York and back. The goal is to market their products at specific consumer targeted sites, events, and festivals. Lucky Brand Jeans has created a Denim Highway Bus, psychedelic tour, with the goal to see the country, visit the Boston Harbor 4th of July Festival and its own major stores. A website, soundtrack, and blog follow the tour.

This marketing strategy is interesting, and Root looks at a company that takes it further.

Guayaki Yerba Mate, a sustainable global brand, is heading to music festivals, bike races looking for like-minded businesses and consumers, and they are driving a bio-diesel bus. Educating through action, Guayaki’s desire is to represent conscious, sustainable business practices, and show how to do it. Their products are shade-grown, fair-traded and organic.

Responsible businesses inspire consumers to be aware of where a product comes and how it gets to them. Which road we decide to follow as consumers is important for the future of sustainable business practices around the world. And Guayaki is paving the road.