Thai Namthip's Eco-Crush Bottle

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Recommended: Ethical marketing nature

Introduction
Thai Namthip’s eco-crush bottle, marketing project done by Coca-Cola Thailand is an excellent case study of a contradiction in ethical marketing. In recent decades, ethical marketing mix has become increasingly important among all organization especially the concern over environmental impact of packaging. Plastic waste problem becomes a momentous issue globally (Hawkins, 2011). Many leading businesses have tried to develop new approaches in producing green packaging or named as Design For the Environment (DFE) approach (Hauschild et al., 2004). Namthip drinking water has rebranded itself and launched new slogan, ‘Namthip Thinking Water’. The claim on its green packaging is that eco-crush bottles will help saving the environment in many aspects. This leads to several amounts of benefits and innovations within the society. Furthermore, it has yielded back an ethical criticism on its marketing as well.

Namthip, Thinking Water
Thai Namthip is one of the top five players in industry that always markets itself with green packaging approach. From the trend towards ethical environmental packages, global opportunities in doing sustainable businesses with an environmental consciousness (Siamturakij, 2012) and the support that people actually buy the package not the product itself as it reflects pure quality of water (Hawkins, 2011). All these factors should be a stimulus that provoked Namthip to come up with green project that will make the brand become differentiated.
Namthip has rebranded itself to be more environmentally friendly with new packaging, an eco-crush bottle in the year 2012. The investment of 700 millions THB was pushed into new manufacturing line. This new innovative bottles are products of less PET material,...

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.... Because company actually has rationales behind the actions; but it was not yet communicated out well enough. Thereby, with this action, the criticism should be lessened and this marketing campaign will be more effective in consumers’ eyes.
Conclusively, eco-crush bottle project is the pioneer in Thai beverage industry that has intensive concern for environment and society. Notwithstanding higher profit gained, if rethink thoroughly Namthip is still a business not a charity or foundation; so making profit is still a part of its roles. With only assurance that, the certain amount of positive environment impacts it generated back to society is more or at least the same level as it claimed. The ethic and morality in its marketing still exist intelligibly. And for negative views on some consumers’ mind, it will just need time and successful outcome to prove and relieve.

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