JKR

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This year has seen plenty of examples of sustainable initiatives presented with a cheerful flourish rather than a worthy sense of piety (Sainsbury’s promotion of pollock as “Colin” springs to mind). As we all get rather jaded with every brand letting us know it is doing its bit, it was inevitable that CSR communication was going to undo its top button, relax its shoulders and become a vehicle for more engaging “info-tainment”.

Probably the most prominent example of this has been Stella Artois’ “Recyclage de Luxe” campaign, which suggests sustainability can be stylish. The new (fifteen minute!) spoof TV show certainly demonstrates a commitment to the topic. Stella is making a virtue of truth well told, and showing it can be done with flair.