Although Carrefour France has worked on the quality and safety of its products for years, it has been criticized for inciting to “over-consumption”. A survey conducted by the company in 2002 showed that 90% of consumers and employees interviewed considered that Carrefour had to play an important role in environment protection
To demonstrate Carrefour’s commitment to social and environmental issues and to make the consumer feel safe and confident about its products. Carrefour used a marketing mix, choosing a surprising “anti-consumption” message, and even dedicated a section on its website.
The reaction has not been unanimous. For a number of consumer associations and NGOs, the message has been seen as provocative and inconsistent with further campaigns. Furthermore Carrefour didn’t link the campaign with any action aimed at preventing over-consumption.
|Original Title||"Mieux consommer"|
|Agency||BETC Euro RSCG|
|| Consumption Patterns, Education & Awareness
|Date of First Publication
|Country of Production||France|
|Tagline||Stop consuming more to consume better|
|Original Tagline||Arrêtons de consommer plus pour consommer mieux|