Rebranding the chemicals industry

The industry we work either for or with is about as popular as George Bush Junior at I was about to say a wedding party in the Gaza Strip; but actually probably about as popular as George Bush at just about any wedding party in the world, even in some parts of Texas these days.
The point is we need some imaginative rebranding and advertising. A great example is this highly amusing ad from the agency BBH http://www.bartleboglehegarty.com/ for Smirnoff Raw Tea http://www.youtube.com/watch?v=PTU2He2BIc0
This is one of my familiar old themes, but if we can use this level of imagination in our marketing and job-recruitment efforts, we might start attracting more young people into the industry. We want the YouTube and My Space generation who might even – and let’s be optimistic here as it’s early in the morning my time – begin their careers wanting to make the world a better place through chemicals, Of course, they will inevitably end up bitter and twisted thanks to the corporate machine.
But still, we might end up with enough recruits to run the chemical plants and businesses of the future. We could also win the general public over, thereby reducing pressure for more nonsensical legislation like Reach.
Interested? Let’s hold a “Marketing The Chemicals Industry” conference.

One Response to Rebranding the chemicals industry

  1. prema singapore 18 July, 2007 at 7:39 am #

    Couldn’t agree more. I’ve always wondered why the chemical industry has been so defensive while talking about the impact of chemicals on the environment and the larger social good.

    Instead of waiting for the Greenpeaces of the world to mount their attack, why not just go out there on the podium (or the modern-day counterpart – U-Tube) and say: Yes, we should fund more innovation in the area of biodegradable plastics, promote recycling even if it means cutting into future polymer demand (governments in India, Pakistan and China are already doing that to a limited extent, but the industry still sees recycling as a bogey. But hey, don’t you think we need more PE/PVC pipes to bring much-needed water to the thirsty millions in Africa and Asia, and cart away sewage to stem the spread of disease? And how about the benefits plastics have brought to humankind through medical applications?

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