There are several kinds of co-branding, including cause marketing itself.
This article, from Tiger Woods' previous sponsor, Accenture, names six:
- Promotional/Sponsorship. This is the category cause marketing falls under. Also Motorola's sponsorship of the National Football League.
- Ingredient. Betty Crocker brownie mix made with Hershey chocolate, or any of the Jack Daniels' dishes at TGI Fridays.
- Innovation Based. The Apple-Nike tie-up.
- Product Service. Sea World and Southwest Airlines.
- Supplier-Retailer. Starbucks wifi service from AT&T.
- Alliance. Think FTD, or those alliances between multiple airline carriers.
Less common is co-branding between more than two brands. That's because the more brands you add, the more inertia there is to overcome. Co-branding with more than two brands is like a trade between three or more professional sports teams whereby six or eight or ten players change teams. Those deals tend to make the news because everyone understands that they're so hard to put together in a way that satisfies all the parties.
So this promotion from caught my eye. It was in a recent sales flyer from the discount retailer Target. When you buy a Hasbro toy or game from the featured page, Hasbro will make a make a donation of 5 percent of the purchase price to the Salvation Army.
Target's usual national charity of choice is the St. Jude Children's Research Hospital. But it has long been a supporter of the Salvation Army. However in 2004 Target quit allowing Sally Ann kettle ringers in front of its stores because it had a strict no-soliciting policy but had made an exception for the Salvation Army.
Since the kettle campaign makes up as much as 70 percent of the Salavation Army's fundraising, losing a major retailer was a blow. Target responded with a multi-element fundraising campaign that includes online support of the Salvation Army's Angel Tree effort.
As a result, I suspect that it was Target which made this deal happen rather than Hasbro or the Salvation Army.
Regardless, I'm glad to see the Salvation Army get the support. It's a charity I have long admired for its effectiveness, efficiency, breadth of services and depth of genuine human
If you're looking for a broad-based domestic charity to support this holiday season, I don't believe you could do better than the Salvation Army.