Rescuing Rainforests

As I finished off a bottle of orange juice today, I rinsed it out and was about to set it in the recycling bin when I noticed a little promotional blurb on the back of the packaging that read, "Rescue the Rainforest." Intrigued, I continued reading that by going to the website www.tropicanarainforest.com, I could enter in a unique code printed on the orange juice bottle and in effect save 100 square feet of rainforest. Intrigued some more, I went to the website, read about how Tropicana is working with Cool Earth to save endangered rainforests, and decided to go ahead and enter in my code. I then learned that today I saved 100 square feet of rainforest in the Ashaninka Corridor in Peru, just by drinking orange juice and typing in some numbers and letters on a website! I don't know where the Ashaninka Corridor is - I doubt I'll ever get to visit there someday - but as a former marketing major, I appreciate the "Rescue the Rainforest" promotion by Tropicana, which has been extended through March 2010. Whether or not the company's intentions are 100% pure (like their juice), there's no denying that it is an effective use of packaging and promotions, and I think it's a very effective (and clever) way to generate customer loyalty...I plan on buying Tropicana juice again and will try to see if I can get my plot in Peru to grow.