April 2, 2008 - Wal-Mart has launched what it calls its "the most comprehensive environmental sustainability campaign" to coincide with Earth Month 2008, Adweek reports. The green push will feature TV, radio, and internet ads, plus 16-page inserts in various print magazines. A series of 30-second ad spots will highlight private-label green products such as Wal-Mart's new line of Fairtrade coffees and its co-branded Coca-Cola t-shirts made from recycled plastic bottles.

The ad campaign will be backed by in-store signage that adds "Earth Month '08" to Wal-Mart's "Save Money. Live Better" tagline. The company says it will be promoting its sustainable products in stores and online throughout the month of April.