Cause Marketing and the Dude: Careful man, there’s a beverage here
Cause marketing is defined as a type of corporate social responsibility, in which a company’s promotional campaign has the dual purpose of increasing profitability while bettering society. One of the latest examples is Stella Artois’s campaign, being launched tomorrow with a Super Bowl ad. Here’s a description of their campaign and a sneak peak at their commercial.
“Stella Artois is proud to partner with Sarah Jessica Parker and Jeff Bridges to bring back their iconic characters for a good cause. Both are changing up their usual drinks of choice for a Stella Artois to help provide water access to people in need.
Since joining forces with Water.org in 2015, Stella Artois has helped provide access to clean water for more than 1.7 million people in the developing world. With every purchase of a Stella Artois or a Limited-Edition Chalice, you can help transform lives around the world. This creates a ripple effect: with access to clean water, women can care for their families, families can earn an income and pursue their dreams. That’s what we call Pouring It Forward.
CHANGE UP THE USUAL. DO GOOD. #POURITFORWARD”
Notice that the cause is a natural fit (beverages) and that they describe the impact up front (reporting results to date by providing feedback to consumers). Notice their inclusion of the nonprofit in the marketing (water.org). Notice the integration of promotional products (the chalice) into the campaign, a memorable campaign name (Pour it Forward), slogan, and hashtag. Notice the use of imagery and video that people will share.
Let’s see if a cause marketing strategy is right for your business!