Long known for its own concern about the environment, Stonyfield decided to use the printed foil lids of its yogurt cups to convey the Magliozzi’s “Live larger, drive smaller” campaign. The brothers point out on their Web site that bigger vehicles tend to pollute more, endanger smaller vehicles and “lead to lots of split inseams from boarding passengers.”
However, the campaign hit a snag when, after 3.1 million lids had been printed, NPR objected to being identified as the “Car Talk” show distributor. NPR has a strict policy of not participating on advocacy campaigns. So, although Stonyfield agreed to print corrected lidding material, the Magliozzi brothers have been seeking suggestions for how to use the useless lids.
The Stonyfield yogurt cups with the revised lidding began to appear in stores last month. The promotion is planned to last about 60 days. The “Live larger, drive smaller” campaign lidding is being used on the company’s individual cup yogurts in 6-oz and 8-oz sizes. For a look at some of the suggestions for the lids, visit www.cartalk.cars.com. —AO
