CFLs were a signature piece in Walmart’s sustainability effort, and although by October 2007, Walmart’s goal of selling 100 million compact fluorescent light bulbs (CFLs) had been achieved, the achievement actually highlighted how little CFLs had penetrated. With over 100 million households in the United States, this impressive-sounding result actually meant less than one CFL per residence on average. Walmart had much more work ahead in positioning and pricing CFLs to make them a viable presence in the lighting category. A public failure here could cause Walmart to lose momentum in the greening of its brand. Was the issue a matter of product, price, promotion, or positioning?