In the “rainforest of the sea” with Cargill Salt.

My daydream about a January diving trip was interrupted by NPR’s reporting of the rapid global coral bleaching occurring right under our goggles.  This, the second hottest year on record, is severely stressing coral reefs around the world, with many species already dead or shedding color in a struggle to survive.   

Later in the afternoon, I was flipping through some food industry magazines and came upon Cargill Salt’s ad with the image of an entire sea bottom – coral, fish and everything – all in bright salt-shaker white.  I know the ad’s been running for a while, and I’ve always found it disconcerting.  But on the heels of the report issued earlier this week, I have to put it in the distasteful category. 

If you Google® Cargill +Environment, a not-so-pretty picture emerges.  They’ve been taking it on the chin lately for their environmental policies around palm oil, and they’ve been fighting back against the allegations made by Rainforest Action Network (RAN).   Earlier this month they made the news in Minnesota when RAN unfurled a banner at their hometown Twin’s game announcing “Cargill Destroys Rainforests”. 

In 1998, the hottest year recorded, 16% of the planet’s coral reefs died.  Since then, warmer and warmer seasons have had negative impacts on our “rain forests of the sea”, which are critical to many industries including fishing and tourism.  If you’re interested, here is the NY Times report.

The concept of “coral bleaching” as an indicator of climate change and irresponsible environmental policies has been in the public conscience for at least a decade.  So I have to wonder why Cargill would even think that depicting a salt-white seafloor in their advertising is a good idea.  Bad judgment?  Bad taste?  Or brand-right for Cargill?

Tags: B2B Marketing, Cargill, Cargill advertising, Cargill Salt, CBD, creative insights, global warming, Lori Colman, Sustainability