Hollywood, Eddie Bauer Tout Environment

LOS ANGELES Retailer Eddie Bauer said Wednesday it is joining with members of the Hollywood community, Conde Nast and the Environmental Media Association for a national environmental awareness campaign.

The effort will include print in 13 Conde Nast publications, as well as in Bauer’s three retail channels (retail stores, online and catalog). Eddie Bauer is also running brand advertising under the “Explore Eddie Bauer” theme in the same Conde Nast publications in August, September and December, via Interpublic Group’s Mullen, Wenham, Mass.

Among those celebs who will appear in ads are Daryl Hannah, Rob Lowe, Amy Smart, Melina Kanakaredes and Christian Slater. Eddie Bauer’s partnership with the EMA kicks-off with a four-page magazine insert in the August issues of Conde Nast magazine titles, including Vogue, GQ, Lucky and Vanity Fair. A six-page insert featuring Lowe, Hannah, Slater, Cain and Kanakaredes will appear in the September issues of Vogue, Glamour and many others.

The message encourages everyone to “Explore Your Environment” and features testimonials from the actors on their personal efforts to preserve the environment and calls for the public to join the campaign. The actors are pictured wearing Eddie Bauer apparel, including a 100% organic cotton t-shirt that will be sold in Eddie Bauer retail channels from July 14-August 25 and at Eddiebauer.com through September with all proceeds benefiting the EMA.

“Eddie Bauer is a brand with strong links to the outdoors and it’s our goal to encourage all people to get outside and enjoy nature,” Fabian Mansson, CEO of Eddie Bauer, said in a statement. “We’re thrilled to have the support of the entertainment community in this effort. The talented group of people who contributed their time and good names to this cause will create extensive awareness and support for this important pursuit.”

—Brandweek staff report