The Earthkeepers initiative was launched by Timberland last year. It aims to establish the brand’s environmental credentials and involves events as well as promoting its ethically produced products.
In the US Timberland has created a series of CSR events around Earthkeepers. Consumers have been recruited for various community-related tasks attending Timberland outdoor gigs in the evening.
It is likely this proposition will be used in the UK but with a British theme.
The first Earthkeepers campaign by IM will launch in April in around 1500 stores. It follows on from an TV ad campaign that launched in October last year.
The 30-sec ad showed two men out hiking, with one getting attacked by bees and wild dogs because he is not wearing Earthkeepers products.
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