In honor of Earth Day, which falls on April 22, Apple has begun to change the logos of some of its retail outlets to include green leafs, a break from the company’s customary consistently white look. Big brands take such events as a chance to market campaigns. This is true, but it needs smart marketing as well.
As Apple prepares for its annual Earth Day celebrations at several retail locations across the world, the green logo was modified at multiple retail locations.
To promote the event, Apple retail employees wear green shirts rather than their customary blue ones. Apple frequently utilizes Earth Day to promote its environmental programs. It was a chance to reiterate its commitment to recycling, renewable energy, and other projects.
This year, it’s tying the event to its new Giveback trade-in program. Which gives customers credit and/or free recycling for old Apple gadgets in exchange for a gift to Conservation International.
Apple released its environmental report. Detailing all of the improvements and changes made in 2017 and early 2018 to reduce the company’s overall environmental impact.
Apple Smart Campaign
On the 22 April Earth day celebration, Apple released a new iPhone 13 colors, the alpine green and green. It was not a coincidence, but in parallel with World Earth day. Changing the logo color was a part of Apple smart marketing campaign. People wondered whether Apple uplifted its logo.
It was a smart strategy to market the new iPhone color after months of the release of the iPhone 13 series colors.
“People love the design of iPhone 13 Pro and iPhone 13. And we’re excited to unveil the stunning new alpine green and green finishes, which join the wide range of beautiful colors on the iPhone 13 lineup,” said Bob Borchers, Apple’s vice president of Worldwide Product Marketing. “These new colors give customers even more options when choosing their iPhone. And we can’t wait for them to take advantage of all the iPhone 13 lineup offers. Including an unmatched performance with A15 Bionic. In addition to best camera systems, massive improvements to battery life for everyday needs, fast 5G, and incredible durability.”
What makes this phone special in such a worldwide event?
iPhone 13 models are designed to minimize their impact on the environment. Including the use of 100 percent recycled rare earth elements in magnets, 100 percent recycled gold in the plating of the main logic board and the wire in the front camera and rear cameras. In addition to 100 percent recycled tin in the solder of the main logic board, and for the first time, in the solder of the battery management unit.
iPhone 13 and iPhone 13 mini also include antenna lines that utilize upcycled plastic water bottles that have been chemically transformed into a stronger, high-performance material.
Redesigned packaging for the iPhone 13 lineup eliminates the outer plastic wrap, avoiding 600 metric tons of plastic and bringing Apple closer to its goal of completely removing plastic from all packaging by 2025. iPhone 13 Pro and iPhone 13 meet Apple’s high standards for energy efficiency and remain free of numerous harmful substances.
Today, Apple is carbon neutral for global corporate operations. And by 2030, plans to have net-zero climate impact across the entire business. Which includes manufacturing supply chains and all product life cycles. This means that every Apple device sold, from component manufacturing, customer use, charging, all the way through recycling and material recovery, will be 100 percent carbon neutral.
World Earth Day was a great chance to create Apple smart marketing campaign to create a successful campaign.
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