Marketing Campaign: More Garbage, Delivered Straight to Your Front Door!

The other day, I arrived home to discover that a package had been left at my door. More accurately, it was a plastic bag hanging off my front door knob. Upon closer inspection, I discovered that it wasn't really a package in the true sense of the meaning (something you look forward to unwrapping, perhaps a pleasant surprise from someone who is thinking about you). No, this was marketing collateral.

It caught my attention, alright... when I opened up the plastic bag, I saw a large plastic Yoplait Yoptimal yogurt tub inside. Odd, I thought, because it felt so lightweight. I opened up the tub, and sure enough, inside the otherwise empty plastic tub, was a glossy paper pamphlet.

One thought immediately crossed my mind: what a waste of plastic. Some cities don't even recycle these kinds of plastics. What about people who don't recycle at all? Their plastic bins will likely end up in some landfill for the next hundred years. What about all the other plastic tubs in my neighbourhood? and the tubs in the neighbouring neighbourhoods? ... and beyond? I felt cheated, and worse, I felt like they'd duped me, somehow, into thinking this was going to be something good, but in fact, it was just more stuff to throw away.

It made me mad that a big company could be so irresponsible, in the name of trying to capture consumers' attention (and hence, their money) in this ever-changing world of competing markets. A regular yogurt eater, I do not want to buy this brand, because of their lack of foresight.

According to OttawaKiosk.com, the Ottawa-Gatineau population reached a staggering 1,150,000 in 2005. It's probably more now. Assuming that the campaign was city-wide, and each household received the same package that I did, that's a lot of new garbage that will have to be disposed of... without ever serving any purpose beyond feeding maws the giant yogurt company. Large, successful companies have responsibilities to their communities, and should be strategizing on how to help communities, not hinder them. Shame on Yoplait.