Apr 4, 2008 6:03 AM, PROMO Xtra

As part of its push to show shoppers it’s conscious of the environment, Wal-Mart has rolled out a green marketing and merchandising campaign.

The campaign, called “Earth Month,” breaks this week with TV spots highlighting eco-friendly products at the stores.

More than 50 products will be featured as part of Wal-Mart's green initiative, including Coca-Cola co-branded T-shirts made out of recycled plastic bottles, energy saving light bulbs and Ultra Tide coldwater detergent that is formulated to work in cold water. Wal-mart.com will also promote 500 eco-friendly items at roll-back prices including apparel, baby products and home furnishings.

The goal is to make sustainable products more accessible and affordable for lower income families and people on a budget, the company said.

“Wal-Mart is uniquely positioned to make sustainable choices a real option for hundreds of millions of American—not just the few who until now could afford to choose them,” Matt Kistler, senior vice president of sustainability at Wal-Mart, said in a statement.

The retailer is also giving away 1 million custom-made reusable shopping bags on April 19.

In addition to TV, the campaign also includes print ads, radio spots and online ads and a 16-page insert in May consumer magazines.

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