Marketing 101: Humor and Style Sells, Even With A Tough Market


One of the things that Graham Hill wanted to do when he started TreeHugger five years ago was to make sustainability sexy; that properly marketed and presented, people would do the right thing because it was the cool thing. Remember "Green is the New Black?"

The Consumerist points us to an interesting campaign from the Humane Society of Michigan that tries to do much the same thing; to take a "do the right thing" activity, adopting an older cat from a pound, and make it cool and fun. The marketing changes everything.

Take a look at the specs on these babies.


Features & Specs:

* All makes and models
* Standard 4-paw drive
* Standard FREE microchip
* 100,000 purr warranty
* Made in Michigan
* Better than new!

Multi-point Inspection:

* Spay/neuter surgery
* Age-appropriate vaccinations
* Medical check-up
* Behavioral evaluation
* General grooming
* Nail trim

The clever brochure (download PDF here) notes that "each cat undergoes a rigorous inspection and evaluation process and are backed by an extensive 100,000 purr warranty. Although the cats are not technically new, they demonstrate the closest thing to new-cat standards available."

A testimonial rave quoted on Consumerist, about his new cat Apricot:

Apricot came with a free "multipoint inspection" including spay/neuter surgery, vaccinations, behavioral evaluation and grooming. And you can't beat the price: As the Certified Pre-Owned Cats campaign poster says, with no money down, no financing and no payments, these cats are "better than new!"


The Michigan Humane Society has taken a difficult problem and handled it with humor and style. It is a lesson that many in the green movement could learn from.

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