The commitment to sustainability is part of the product. It is the starting point from which the company transmits the brand’s positioning with a message that encompasses this cause, with a tone that is more like that of an NGO than the communication pieces of a brand of home appliances. A bear catches a fish in a river. He does not need a refrigerator. A tiger uses his tongue to clean himself. He does not need a washing machine. An elephant cools down by spraying herself with her trunk. She does not need an air conditioner. That said, LG developed products with them in mind. Inverter technology reduces LG products’ energy consumption. This translates into a “savings” or “environmental protection.” Based on the brand’s profile in Argentina, we chose to communicate the latter attribute. In the implementation, we aimed to reflect the simplicity and force of the message.

Local audiences pay close attention to the brand’s commitment to its environment. They demand that the brand’s behavior and discourse are worthy of the trust given by consumers when establishing a relationship with it.