Abstract

VERISSIMO, Diogo. The Easter Bilby as a counter-marketing strategy for biodiversity conservation. RGPLP [online]. 2017, vol.16, n.3, pp.59-72. ISSN 1645-4464.

Social marketers regularly have to contend with antagonistic marketing efforts promoted by other social actors, such as the tobacco and alcohol industries. These efforts can severely limit the impact of social marketing. As a consequence, social marketers often engage in counter-marketing, the development of marketing strategies aimed at undermining the messages promoted by a competitor. In this paper, it is studied the creation of the Easter Bilby brand, developed in Australia as a counter-marketing strategy to the popular Easter bunny. Rabbits are invasive to Australia and have caused massive damage to the country's biodiversity while the bilby is an endemic and threatened species that better reflects the uniqueness of Australia's fauna.

Keywords : Australia; Branding; Easter Bunny; Invasive Species; Social Marketing.

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