How will you celebrate Earth Day? karyn@maclyngroup.com. Here are ours:

McCaffery's Irish Cream Ale

Last month saw the launch of the Argus Brewery brand as well as the brand of their first composition, McCaffery's Irish Cream Ale, brewed exclusively for Ballydoyle Irish Pub. Taking his inspiration from the legend and history of traditional Irish beers, Ballydoyle owner Phil Cullen recognized the need within his customer group for a moderate, yet still hearty brew, that would bridge the gap between lighter lagers and heavier pilsners. And he found that in McCaffery's Irish Cream Ale, as it is one of the first American beers to actually be brewed in the nitrogen-based Irish tradition.

To herald its entry into the Ballydoyle marketplace, Maclyn Group developed a brand that was just as authentic and strong by highlighting the Ballydoyle crest and creating an Old-World font which is elegant yet bold, as is the beer. Supporting promotional merchandise was also created including posters, banners, table tents, pilsner glasses and t-shirts. For more on McCaffery's Irish Cream Ale, please visit www.ballydoylepub.com or www.argusbrewery.com.

CELEBRATE EARTH DAY

In honor of Earth Day, this issue is talking about the importance of marketing your "going green" efforts. According to a recent study:

- 35 percent of Americans have higher interest in the environment today than they did one year ago

- 35 percent of Americans have higher expectations for companies to make and sell environmentally responsible products and services during the economic downturn

- 70 percent of Americans indicate that they are paying attention to what companies are doing with regard to the environment today, even if they cannot buy until the future

So now that you know how important it is to do, how does a company get started promoting its "going green" efforts? Your first stop will want to be to check out all the federal laws and guidelines about advertising your products as being green. The Federal Trade Commission (FTC) seeks to prevent deception and unfairness in the marketplace and the FTC Act gives the Commission the power to bring law enforcement actions against false or misleading marketing claims, including environmental or "green" marketing claims.

Other inter-office ways to "go green":

- When you leave for the weekend, make sure to shut down your computers
- Turn off the light when you leave your office
- Bring your own coffee mug to reduce paper and styrofoam waste
- Turn the misprinted paper into scrap paper for taking notes

Calculate your greenness: green.yahoo.com/calculator.

Buzz Archives

• February 2010: Time to Rebrand?
• December 2009: What do Your Customers Really Think?
• October 2009: It's That Time of the Year
• August 2009: How is Your Email Marketing Program Working?
• June 2009: Are Women Your Target Market?
• April 2009: More than Just a Pretty Face
• February 2009: Are Your Communications Reaching Your Audience?
• January 2009: Feedback, Feedback
• December 2008: Made You Look
• October 2008: It's That Time of The Year Again
• July 2008: White Space Works
• April 2008: Introducing Maclyn Interactive
• February 2008: Maclyn's New Direct Phonelines
• January 2008: Please, Please Mr. ePostman
• December 2007: America Loves Free Stuff
• November 2007: Is It Time to Send a Company Newsletter?
• October 2007: Why is Branding SO Important?
• September 2007: Want to increase your website traffic?
• August 2007: Do You Know What Your Customers Are Saying About You?

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