Luca de Meo, chief marketing officer of Volkswagen Group, reflects on his time leading the marketing department at Volkswagen Passenger Cars brand. In particular, he thinks about the environmental sustainability initiative launched by marketing called "Think Blue." and its success throughout the company. During his time at Volkswagen, de Meo focused on transforming the marketing department into an engine of innovation. De Meo and his team in marketing worked together to build a strong global brand. This case is accompanied by a Video Short that can be shown in class or included in a digital coursepack. Instructors should consider the timing of making the video available to students, as it may reveal key case details.