What do you call a penguin walking in the desert? Lost. Which is how I felt when I read a full-page Sears appliance ad in the newspaper announcing, “YOU ARE THE REAL STARS.”
In the background were 25 photos of smiling families, accompanied by nine manufacturer logos and this message:
“Because of you, Sears is the 2010 ENERGY STAR Partner of the Year. To celebrate, we’re taking an extra 5% off all ENERGY STAR qualified appliances.”
Do you know what ENERGY STAR is?
Neither do I. Where did this award come from? Did Sears give it to itself? Is it some kind of annual retailer’s award?
Curiosity kills the cat, but not Harlequin Cat. After sniffing around, I discovered that ENERGY STAR is “the trusted, government-backed symbol for energy efficiency helping us all save money and protect the environment through energy-efficient products and practices.”
Impressive -- even more so when I learned that ENERGY STAR qualified refrigerators are 20% more energy-efficient than the minimum federal standard.
And just recently, 21 LG Electronics and Kenmore refrigerator models were delisted because they didn't meet ENERGY STAR standards.
Why didn’t Sears explain to readers why its award was relevant?
It would have meant more than the extra 5% discount.
No comments:
Post a Comment