To turbocharge a new product announcement, Timberland is recycling their advertising materials, amplifying the message that the product is made from recycled materials.

Boston Glob: Timberland ads aim to cut carbon footprint. 2007-Oct-13, by Diedtra Henderson

To rekindle interest in the flagging boot market, the Stratham, N.H., company has created a leave-few-carbon-traces campaign with the help of Arnold, the Boston-based ad agency. Carbon dioxide emissions associated with running the Earthkeepers commercials on television, radio, and the Internet will be offset with power credits purchased from the Jiminy Peak Mountain Resort wind project in Hancock, Mass. The company is purchasing additional offsets to cover a portion of emissions due to the campaign’s production and distribution. When the promotion ends, its billboards will be transformed into tote bags; print materials will be recycled.