The Body Shop took the unprecedented step of publicly attacking another
retailer at the weekend, by running an ad knocking Shell’s involvement
The green retailer provided funds for the spoiler ad in the Observer
which read: ‘Dear Shell, This is the truth and it stinks’. The ad, which
featured the Body Shop logo, urged readers to boycott Shell products.
The Body Shop, together with Friends of the Earth and Greenpeace,
helped pay for the ad after it heard that Shell had booked its own space
to explain its case.
The Shell ad was sandwiched between the Body Shop work created by Chaos
Communications and bought by CIA Medianetwork, and an Amnesty
International full-page ad.
The Body Shop, which has been a supporter of the Ogoni cause for over
two years, has not ruled out any further campaigns in the future if the
‘We have a long-term commitment and if another flashpoint were to arise
and public awareness was high then we would use the same methods,’ said
a company spokesman.
It is only the third time in the Body Shop’s history that it has gone
above-the-line to put a message across in the UK.
The other two occasions have been to help the Ogoni in 1994 and to
highlight the TV programme Someone is making a killing.