What is a 'Replacement' Campaign in Cause-Related Marketing?

In commenting on Tuesday’s posting about the “Five Flavors of Cause-Related Marketing," Carolyn asks: “Can you give an example of a ‘replacement’ campaign?

As an outsider, it can be hard to definitively identify a replacement program. But there are some earmarks. The most telling may be the language in the ad. When you read something like; “When you buy [our product] you help us make a donation of $250,000 to [cause].”

Or, as in the case of this ad from a free-standing insert (FSI) from Proctor & Gamble’s April brandSAVER, which reads:

“Now P&G has set a goal of donating 50 million more liters through brandSAVER. For every coupon you redeem from the April issue of brandSAVER,
P&G will supply a liter of filtered water to someone in the developing world who desperately needs it. And you can help just by redeeming coupons for the products you already bring home to your family.”

Let me be clear, without talking to the P&G folks I don’t know if this is replacement campaign or not. But I suspect that it is.

Carolyn, thanks for the question.

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