cause marketing

7UP Tries Cause Marketing with Project 7, but Is It Pepsi Refresh Déjà Vu?

Posted by Dale Buss on February 21, 2014 10:52 AM

Clearly there are more than seven crying needs of people around the world. But Project 7 is trying to at at least skim the surface. And now 7UP is helping the company do just that through a new and unique bottle-cap promotion.

Purchasers of specially marked 20-ounce bottles of 7UP in the US will be able to find a unique code under the bottle cap, login online and select one of the seven areas of need to which they'd like their donation to go: "Feed the Hungry, Heal the Sick, Hope for Peace, House the Homeless, Quench the Thirsty, Teach them Well and Save the Earth," as Project 7 describes them.

"This approach gives the consumer an opportunity to pick an area of need," David Falk, vice president of marketing for Dr Pepper Snapple Group, told brandchannel. "And that's one thing we truly loved—giving the consumer the power to choose."Continue reading...

The Big Game

Axe Touts Peace and Love at Super Bowl 2014 a Year After Offering Space Travel

Posted by Dale Buss on January 31, 2014 11:10 AM

Calling it "the Axe-is of evil" probably wouldn't have flown. But with its new Super Bowl ad that depicts North Korean and Middle Eastern dictators as surprising peaceniks, Axe is continuing in its strain of brand iconoclasm.

This year's Super Bowl TV commercial introduces a new line, Axe Peace, and strikes a somber note rather than the brand's characteristic light humor. "In a world filled with war," the voiceover begins, in earnest movie-trailer fashion, "sometimes the most powerful weapon is love." The 60s-feeling campaign even implores viewers to support a global pro-social effort called Peace One Day in September.

While sharing the Super Bowl platform, the loved-up approach represents a far cry from last year's Axe ad, which saw an astronaut show up on a beach and gain the adoration of a young woman—even at the expense of a lifeguard who'd just saved her life.Continue reading...

corporate citizenship

Nike, Coca-Cola Talk Climate Change, Corporate Citizenship at Davos

Posted by Sheila Shayon on January 27, 2014 06:09 PM

As the titans of business and politics gathered in Davos for the World Economic Forum, one day was devoted to panel talks on the threat of climate change, albeit more about economic self-interest and gain rather than righting the wrongs dealt to Mother Nature’s delicate balance.

Climate change is now officially recognized as an “economically disruptive force,” and both Coke and Nike outlined their efforts to deal with the fall-out at Davos, which also honored Water.org co-founder Matt Damon.

“Increased droughts, more unpredictable variability, 100-year floods every two years,” Jeffrey Seabright, Coca-Cola's VP environment and water resources said, identifying major problems disrupting the company’s supply of sugar cane, sugar beets, and citrus for its fruit juices. “When we look at our most essential ingredients, we see those events as threats.”

Coca Cola, which took up a more strict outlook on sustainability in 2011, has installed one million drinks coolers that use natural refrigerants, replacing the climate warming hydrofluorocarbons (HFCs) previously used, claiming this equals removing 10 million cars from the roads over a 10-year period.Continue reading...

campaigns

Nestle Fitness Breast Cancer Campaign Tweets to Save the Tatas

Posted by Sheila Shayon on October 25, 2013 12:35 PM

If this is what Apple meant by "wearable tech," then they might be on to something.

Nestlé Fitness is promoting breast cancer awareness with the latest in social undergarments: the Tweeting Bra. Yes, a bra that tweets reminders to your mobile phone to administer a breast self-examination. As digital and corporate citizenship campaigns go, you might call this one off the hook. It's also putting the Geek in Greek, with some chic.Continue reading...

cause marketing

Too Little, Too Late? Abercrombie Sponsors Anti-Bullying Scholarships

Posted by Sheila Shayon on June 13, 2013 05:49 PM

Still reeling from last month's controversy over CEO Mike Jeffries' ill-advised comments, Abercrombie & Fitch is trying to right the ship by supporting a rather ironic cause. 

The brand announced that it would be providing college scholarships through the National Society of High School Scholars Foundation to teens that have succeeded academically while dealing with bullying or being a figure in the anti-bullying effort, according to a press release. The renewable scholarships will be given out starting in 2014 by an advisory committee including Dr. Joel Haber, an anti-bullying and cyber-bullying expert and advisor to the 2012 documentary, Bully.

"We've listened to the conversations and heard the message and, as a company, look forward to increasing our commitment to anti-bullying efforts," Jeffries stated in the release. "We are fully committed to fostering a culture of diversity and inclusion—one in which no young person should ever feel intimidated, especially at school, whether for the clothes they wear, or because someone perceives them as different."Continue reading...

corporate citizenship

Starbucks Former President: Why Same-Sex Marriage Support Matters

Posted by Kristen Van Nest on April 17, 2013 12:20 PM

Last year, Starbucks declared its support of same-sex marriage, which resulted in a boycott by the National Organization for Marriage. The coffee chain hasn't backed down one bit, however, as CEO Howard Schultz continues to blur the line between business and the personal lives of his millions of customers.

At a recent annual shareholders meeting, Tom Strobhar, a shareholder and founder of the Corporate Morality Action Center, an anti-abortion, anti-gay marriage organization, suggested the boycott had a negative impact on first quarter sales and earnings. The ever-outspoken CEO swiftly responded, “Not every decision is an economic decision... The lens in which we are making that decision is through the lens of our people. We employ over 200,000 people in this company, and we want to embrace diversity."

Schultz then told Strobhar he was more than welcome to sell his shares and take his money elsewhere. While the remarks seem brazen, Starbuck’s stance on hot-button political issues and support of equal rights for its employees have been a part of the brand’s long-term strategy to increase internal brand engagement and decrease turnover. What's more, taking a position on causes that affect its workforce has had a positive impact on its bottom line.Continue reading...

brands with a cause

Brands Mark World Water Day 2013

Posted by Sheila Shayon on March 22, 2013 12:26 PM

Somewhere, a world exists where more people have access to smartphones than toilets. Oh, wait. That's us.

Today marks the 20th annual World Water Day, observed on March 22 since 1993 when the United Nations General Assembly declared a global effort to improve access to clean water. Today, hundreds of multinational brands, political figures, celebrities and NGO's are offering up innovative ways to participate. 

While Americans are drinking more water than ever before, the rest of the world's water crisis is becoming increasingly pressing, making it to the agenda of the 2012 World Economic Forum in Davos. That's when a report ranked water among the top five global factors equal in impact to systemic financial failure and fiscal imbalance, with 2.7 billion people affected by water shortages, compounded by climate change and a global population nearing 8 billion.

Two official meetings—in The Hague, The Netherlands and at the U.N. Headquarters in New York City—are taking place today to facilitate a global conversation on water cooperation, this year's theme, but hundreds of initiatives have launched across the globe in support of the effort.

In keeping with the theme of 2013 being the year of water cooperations, we've found some inspiring examples of the type of public-private partnerships spurring sustainable innovation to address the world's water crisis.Continue reading...

truth in advertising

Dove Uses Photoshop Hack, Facebook App to Push "Real Beauty"

Posted by Sheila Shayon on March 14, 2013 10:11 AM

In a day where digital design renders face-lifts, tummy-tucks and general tune-ups de rigueur, Dove remains an innovative stand-out as they extend their "Real Beauty" campaign beyond advertising. 

33 million women made over advertising that highlighted their insecurities and impacted their self-esteem as part of the Dove Ad Makeover campaign last year, and in honor of International Women's Day, the brand is reprising the campaign and taking it global.

The Dove Ad Makeover invites women to send positive messages to other women through a Facebook application. "Dove has always listened to women and we feel that International Women's Day is the perfect time to once again inspire them by bringing our Ad Makeover Facebook app to America and to 18 countries around the world," said Rob Candelino, VP Unilever Skincare, in a press release.

The Unilever-owned brand is refreshing its long-running, and highly acclaimed "Dove Campaign for Real Beauty"—which fights unrealistic portrayals of women while pushing for realistic, positive ad messaging—with a social media-promoted Photoshop Action that works like a Trojan Horse by leveraging the element of surprise on those responsible for "unreal beauty" images in advertising.Continue reading...

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