Ethical Oil, Clean Coal And Other Marketing Rebrands

Posted: Updated:

We know the phrases well. Fair-trade coffee, clean coal and now ethical oil. The bright marketing minds, looking to recast the image of a product, have spent a lot of time to bring these new terms to the public lexicon.

“Strategically, the use of ethical distinctions attempt[s] to [persuade] customers to do business with you rather than competitors,” Mike Mulvey, an associate marketing professor at the University of Ottawa’s Tefler School of Management, told The Huffington Post Canada in an e-mail.

Here are some of the more memorable terms that were coined in recent history:

Ethical oil and other rebranding campaigns
Share this
Current Slide

Suggest a correction

Around the Web

Canadian campaign puts the spin on 'ethical oil' | Leo Hickman ...

Does the 'ethical oil' campaign effectively promote the oilsands?

The true alternative to our oil isn't pretty

Canadian campaign puts the spin on 'ethical oil'