Are You Too Cool?

I received this promo in the mail the other day from HSBC. You place it in your freezer for five minutes to determine if your freezer is set too low. If the plus sign becomes a minus, your freezer is colder than it needs to be. So what does the temperature of your freezer have to do with HSBC? Technically nothing, but the story they’re telling is one of financial sustainability. They’re encouraging people to be more responsible with their money by making small changes. Responsibility seems to be an emerging theme for 2009 (for some companies at least). Corporations are attempting to regain the trust of the American people by changing their image with communication pieces such as this one. Successful or a sham?