Wal-Mart launched a national ad campaign Wednesday touting environmentally friendly products like light bulbs and organic cotton pajamas, part of what analysts call a move by major retailers to test exactly how much demand there is from “green” consumers.
Wal-Mart’s 30-second television ads on national broadcast and cable stations that will be aired on such programs as “The Oprah Winfrey Show” and ABC’s “Good Morning America”, each feature a woman urging Wal-Mart shoppers to help the environment by buying low-energy light bulbs, organic cotton clothes or concentrated laundry detergent, which reduces packaging.
Matching print ads will appear in Friday and Sunday editions of USA Today and The New York Times and in national Sunday supplements, said Linda Blakely, a spokeswoman for the Bentonville, Arkansas-based retailer. She declined to say how much the campaign cost.
The launch comes a day after Home Depot introduced an “Eco Option” label to help customer identify eco-friendly products in their stores. They’ve identified 2500 Eco Options products, including natural insect repellents, cellulose insulation, front-load washing machines, organic plant food and vegetables in biodegradable pots.