Best Global Green Brands 2014

cause celeb

Progressive Auctions Flo's Red Carpet Dress for a Good Cause

Posted by Sheila Shayon on September 26, 2012 04:32 PM

Progressive is auctioning off the white gown worn on the red carpet in the brand's magazine advertising by Flo (aka comedian Stephanie Courtney) for charity. The custom-made dress, featuring 1,000 hand-placed crystals by designer Candice Held, is being auctioned on eBay to raise money for Dress for Success through October 4.

doing good

Sesame Street Teams With UN to Save Women and Kids

Posted by Shirley Brady on September 26, 2012 10:36 AM

With the United Nations back in session, the flood of philanthropic partnership announcements includes Sesame Street's tie-in with the UN Foundation's Every Woman Every Child public affairs initiative, which held a VIP dinner in New York last night:

"Sesame Workshop is proud to announce its partnership with the United Nations in support of the Every Woman Every Child movement; raising awareness, providing motivation and presenting health-related solutions to women and children around the world. UN Secretary General Ban Ki-moon is joined by Kami from Takalani Sesame in South Africa for this heart-warming public service announcement."

Launched by UN Secretary-General Ban Ki-moon during the United Nations Millennium Development Goals Summit in September 2010, Every Woman Every Child aims to save the lives of 16 million women and children by 2015.

campaign tactics

The Rolling Stones Use Gorilla Marketing, Miss Opportunity to Make Real Impact

Posted by Mark J. Miller on September 25, 2012 11:11 AM

You've heard of guerrilla marketing — how about gorilla marketing? The Rolling Stones have a greatest hits album that's being released on Nov. 12 called GRRR!, featuring a gorilla on the cover with the band's iconic "big lips logo" superimposed on its face. So don’t be alarmed when you see large images of the cheeky gorilla popping up around the world to promote the album.

The gorillas are taking over 50 cities and 3,000+ locations around the globe, being tagged on such landmarks as Sydney's Opera House, New York’s Empire State Building and London’s Elizabeth Tower (that’s Big Ben to all of you who missed the renaming for Her Majesty). They can be seen in 3D augmented reality via mobile devices that have downloaded UView's app, so fans can "watch the stunning GRRR! artwork fully realized in 3D animation right before their eyes .... some exciting content and have the chance to enter an exclusive competition plus pre-order a copy of GRRR!"

As part of the marketing stunt that's billed as the "biggest global Augmented Reality music campaign" to date, the Stones are encouraging fans to take pics of the gorillas and tweet them with the #GRRR! hashtag to the Stones’ Twitter feed, @RollingStones. The photos will also show up on an interactive wall on the Rolling Stones website.

That #GRRR hashtag is more commonly used on Twitter, by the way, to express frustration — which is what real gorilla lovers are feeling.Continue reading...

doing good

Clinton Global Initiative Shines Spotlight on Designing for Impact

Posted by Sheila Shayon on September 24, 2012 04:17 PM

"Designing for impact” is the theme of this year’s Clinton Global Initiative (CGI) meeting, the annual philanthropic TED-like session now underway in New York.

Former President Bill Clinton framed the discussion in his opening remarks on Sunday, as noted in TIME: “Today we want to talk about how you can design your actions in advance to make it more likely they will succeed.”

He went on to challenge Walmart to open a store in Libya creating jobs in the world's hot spot for trouble and woes. "If the new president of Libya asked you to open a store in Tripoli, would you consider it?" Clinton asked Walmart CEO Mike Duke, part of the opening panel that included U.N. Secretary-General Ban Ki-moon, Queen Rania of Jordan and World Bank President Jim Yong Kim. Duke's dry-witted response: his "small company from Arkansas" has operations in regions of sub-Saharan Africa, but no presence or plans for Tripoli.

U.N. Secretary-General Ban Ki-moon announced, "I'm going to sound an alarm to all the leaders. We are living in an era of insecurity, injustice, inequality and intolerance, and what should we do?" as he called on business leaders like Walmart to act "for humanity" and not just for profit.Continue reading...

sip on this

Coca-Cola Continues to Open Happiness, From Coke Machine to Truck to Table

Posted by Sheila Shayon on September 19, 2012 06:34 PM

Coca-Cola’s "Open Happiness" global marketing campaign kicked off in January 2009, when Cee Lo Green and Janelle Monae appeared in a music video that exclusively debuted on FOX's American Idol.

A year later, the "Open Happiness" theme took a tangible, and unforgettable form — a vending machine that appeared in the common room of St. John’s University in New York. It was rigged to dispense flowers, pizza and a six-foot sub resulting in a viral swish of happiness, generating more than 1 million views in the first week and still attracting comments 2 million views later.

The campus Coke machine stunt migrated to London, and morphed into a Hug Machine at the National University of Singapore in a gestural marketing stunt where a squeeze yielded a soda. Since then the Coca-Cola Happiness machine has popped up in local activations around the world, in markets including India, Buenos Aires, IndonesiaTokyo, Istanbul for a special Valentine's Day stunt, and back to Singapore, this time promoting recycling in June.Continue reading...

doing good

WWE Puts John Cena in Pink to Support Komen and Fight Breast Cancer

Posted by Mark J. Miller on September 18, 2012 10:12 AM

It’s hard to do serious damage to an institution that is doing great work toward putting an end to breast cancer, one of the world’s leading reasons for women dying. But it turned out that all it took was for Susan G. Komen for the Cure to say it was going to stop sending some cash over to a fellow nonprofit focused on women’s health, Planned Parenthood.

That decision proved to be controversial, seriously damaging for the Komen name and resulted in a lot of good PR and cash donations to Planned Parenthood. Komen eventually decided to re-instate the dough for Planned Parenthood but not before lots of donors had already sworn off giving more funds to Komen.

The whole thing is now back in the news thanks to this month's release of Planned Bullyhood, a book by former Susan G. Komen for the Cure vice president for public policy Karen Handel, who resigned in the midst of the turmoil. According to the Daily Caller, her new book is receiving some “pushback from Democratic National Committee chairman Debbie Wasserman Schultz and Republican strategist Karl Rove.”

Komen, of course, would like the whole thing to go away so it can go about rebuilding its brand — and continue to put the hurt on breast cancer. One effective way to fight the good fight is to partner with a brand known for its brawn: WWE, whose start wrestler John Cena is hleping promote pink and black Komen-branded gear, on sale through October's Breast Cancer Awareness Month.Continue reading...

corporate citizenship

Benetton Aims to Fund Secret Dreams of Unemployees of the Year

Posted by Shirley Brady on September 18, 2012 09:21 AM

Remember last November's Unhate campaign? That was Benetton's return to form as a professional muckraker, stirring controversy by showing opposed world leaders locking lips, on posters and banners erected, larger than life, in public places.

Now the Italian-based retailer is courting controversy again with the latest installment of Unhate — a contest called Unemployee of the Year, and targeting so-called "NEETs."That's an acronym for "Not in Education, Employment or Training," or what Mitt Romney might call the younger wedge of the 47%.

The contest, running Sept. 18 through Oct. 14, invites people aged 18 to 30 to submit proposals for projects "that lead to positive social impact in their community," and upload them (recalling Pepsi's now-defunct Pepsi Refresh Project) to the UNHATE website. The fine print notes that the community projects must "reflect the philosophy and fundamental values of the UNHATE Foundation."Continue reading...

doing good

Brands and 9/11: AOL and GSK Support Action America Day of Service

Posted by Mark J. Miller on September 11, 2012 01:31 PM

On the 10th anniversary of the Sept. 11 attacks last year, a few brands saw an opportunity to show the world that they will never forget and they’ve got good hearts so next time you want something, think of them. 

Hooters Girls smiled and informed us of their feelings. Best Buy sponsored good deeds in various cities across the land. NASCAR drivers and their fans had a moment of silence from laps 9 to 11 in Richmond, Virginia. Ten years ago, Budweiser had set a very high bar for 9/11 tie-ins. Its reverent 2002 Super Bowl commercial, which aired only once on broadcast television but has been seen more than six million times on YouTube since, certainly got the company a lot of notice at the time.

It can be risky to link your brand to a tragedy, of course. You don’t want to appear self-serving but you still want to show empathy, and for consumers to be left with the idea that what you did was a fitting tribute. And marketers hope the tribute is so fitting that consumers will remember their company’s name the next time the wallet is pulled out.Continue reading...

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