What does a talking parrot, a live anaconda, a celebrity DJ and a group of Brazilian dancers have in common?

They were all used to promote the DWS Scudder’s Climate Change Fund.

On February 8th, the firm converted a section of lower New York’s South Street Seaport into an 85-degree rainforest to help raise awareness about global warming and garner attention to its new Earth-friendly fund. Among the real tropic plants that were transported from Florida, vendors ranging from The Wall Street Journal to Brazil’s Tourism Board to Sambazon organic fruit drinks handed out free samples. Outside the tent, guests were treated to a performance by the Brazilian Girls, a cultural dance troupe that combined Brazilian martial arts, song, dance and native instruments. At the center of the rainforest – adjacent to the caged animals – sat a hut where visitors could chat with the fund’s managers, as well as Scudder’s marketing strategists.

Phil Parrotta, head of marketing strategies and brand management at Scudder, explained that in order to offset the event’s carbon footprint (caused by the three heaters needed to maintain the 85 degree temperature, the rented plants from Florida, and transportation for all employees), the firm has purchased more than enough CO2 credits to to render the event not just carbon neutral, but carbon-negative – an admirable step in helping achieve what the fund has set out to do.

The event is part of over 80 episodes in the firm’s countrywide marketing roadshow to publicize the Climate Change Fund. InLos Angeles, for instance, Rodeo Drive was recently transformed into a ski slope. These innovative events are a fresh surprise in the realm of mutual fund advertising, which rarely employs such eyebrow-raising tactics.

Overall, we thought the event itself was impressive. The firm obviously put a lot of work into this as well as the series itself. Of course, the big question is, does it resonate with people? We wonder if it might have missed the mark somewhat.  One person we spoke with felt that this was high on show with little substance to tie in how DWS Fund was going to change the effect of global warming. Nothing in the tent actually illustrated anything regarding global warming, and their entire thesis was that due to global warming, New York could become a rainforest. Curious logic.

Moreover, despite the media’s unrelenting message that the death of the planet is nigh, the causes of global warming itself is still largely under debate. With the exception of firms like Calvert, whose whole value proposition is based on green initiatives, firms that venture into this forest risk alienating prospective customers if they can be perceived as trying talking out of both sides of their mouths. After all, can DWS claim environmentalism with the Climate Change fund when six out of the top ten holdings of their sister Commodity Securities Fund are oil and gas companies? There is, of course, nothing wrong with that. The point is, environmental issues are a lightning rod and fund marketers should proceed with caution.