Wednesday, 12 October 2022 14:55

Cashing in on natural

Written by David Anderson

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Wools of NZ’s advertising campaign aims to leverage the increasing demand for wool carpets in New Zealand.

Moves to promote the natural and sustainable features of wool versus synthetic fibres and its fossil fuel connections appears to be growing momentum around the world.

NZ carpet manufacturer Bremworth has grabbed a lot of headlines during the past year with its move to stop selling synthetic carpets and only promote woollen floor coverings.

Meanwhile, a recent high-profile advertising campaign by levy-funded research and marketing group Australian Wool Innovation (AWI) is highlighting the sustainability of wool, compared to synthetic textiles.

AWI’s wool campaign emphasises the eco-credentials of the fibre compared to synthetic fabrics. The ad features people dripping in oil, representing the fossil fuels used to create synthetic clothing.

The advertising campaign, which is running in America, the United Kingdom, France and Australia, depicts people swimming in a pool of black oil, struggling to get out. When they do finally emerge, they take off their dripping clothes to reveal clean wool products underneath.

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