Skip to main content

Why Even Absurd Cause-Related Marketing Has its Place

Buy a Bikini, Help Cure Cancer

New York City (small-d) fashion designer Shoshonna Lonstein Gruss may have one of the more absurd cause-related marketing campaigns I’ve come across lately. When you buy the bikini or girls one-piece swimsuit at Bergdorf-Goodman in New York shown at the left all sales “proceeds” benefit Memorial Sloan-Kettering Cancer Center.

Look past the weak ‘proceeds’ language, which I always decry, and think for a moment about the incongruities of the sales of swimsuits benefiting the legendary Sloan-Kettering Cancer Center.

Cancer has nothing to do swimming or swimsuits or summering in The Hamptons for that matter. And it’s not clear from her website why Shoshanna, the comely lass who once adorned the arm of comedian Jerry Seinfeld, has chosen the esteemed cancer center to bestow her gifts, although a web search shows that she’s supported its events for years.

Lesser critics would say that the ridiculousness of it all is a sign that cause-related marketing is quickly headed for its nadir.

And lesser critics would be wrong.

Cause-related marketing has now penetrated every continent (save Antarctica) and visited every clime.

Cause-related marketing is a big tent and getting bigger. And as the stakes of the tent get pulled further back and the acreage under the fabric gets ever larger, cause-related marketing grows ever more diverse.

And now the cause-related marketing tent is big enough and varied enough that it encompasses the sophisticated and the unpretentious, the artful and the artless, the splendid and the dorky.

So I say “bully to Shoshanna and her odd little cause-related marketing campaign.”

Comments

Kate Lee said…
I'm just waiting for an interesection of Cause-marketing and the truly absurd.

Maybe the penguin that lost his feathers and now has a "wet-suit" fashioned by the local aquarium --- when Shosanna or some other designer decides to put their logo on his tiny swimsuit, and donate the proceeds ... then we'll know that Cause-Related Marketing has become not just commonplace, but common.

Like Ringling said, there's a sucker born every minute.

I prefer my Cause-Related Marketing to actually have some relationship between the cause, the company, the product, and the consumer.
Anonymous said…
First, Paul, let me commend you for during these serious times addressing this completely frivilous and inane issue. You are doing cause marketing a great service and, ulitimately, your country. I would tip my hat to you if my bikini was tied.

Second, Kate, you are really limiting the realm of cause marketing if you restricting it to a cause and company and product and consumer. Under your guidelines there would be about three programs out there.

What this all comes down to is that you don't like bikinis and you don't look good in one, Kate. I know, because I don't either. But I still like the promotion.

Joe
Kate Lee said…
Inherent in the term "CAUSE-RELATED MARKETING" is the implication that there is some relationship between the cause & the company.

I'm not against bikinis, or even bikinis for a cause. And, at least Shoshanna is doing something, which is admirable.

But think how much more value could have been created for both parties with a clear message to the consumer about how this supported the cause, and why that particular cause was selected.

I love the sublime, the absurd and carnival. They each have their place.

But as a communicator and a public affairs consultant, I draw the line at doing something - just to be doing something - instead of doing something WELL. A clear cause-related campaign that tied the bikini & the organization would have made this compelling.

And what's wrong with that?

PS: I don't wear bikinis because I actually SWIM, as opposed to sit & tan. Bikinis just aren't all that functional.

Popular posts from this blog

Part 2: How Chili's Used Cause-Related Marketing to Raise $8.2 million for St. Jude

[Bloggers Note: In this second half of this post I discuss the nuts and bolts of how Chili's motivates support from its employees and managers and how St. Jude 'activates' support from Chili's. Read the first half here.] How does St. Jude motivate support from Chili’s front line employees and management alike? They call it ‘activation’ and they do so by the following: They share stories of St. Jude patients who were sick and got better thanks to the services they received at the hospital. Two stories in particular are personal for Chili’s staff. A Chili’s bartender in El Dorado Hills, California named Jeff Eagles has a younger brother who was treated at St. Jude. In both 2005 and 2006 Eagles was the campaign’s biggest individual fundraiser. John Griffin, a manager at the Chili’s in Conway, Arkansas had an infant daughter who was treated for retinoblastoma at St. Jude. They drew on the support Doug Brooks… the president and CEO of Brinker International, Chili’s parent co...

Chili’s and St. Jude Children’s Research Hospital

I was in Chili’s today and I ordered their “Triple-Dipper,” a three appetizer combo. While I waited for the food, I noticed another kind of combo. Chili’s is doing a full-featured cause-related marketing campaign for St. Jude Children’s Research Hospital. There was a four-sided laminated table tent outlining the campaign on the table. When the waitress brought the drinks she slapped down Chili’s trademark square paper beverage coasters and on them was a call to action for an element of the campaign called ‘Create-A-Pepper,’ a kind of paper icon campaign. The wait staff was all attired in black shirts co-branded with Chili’s and St. Jude. The Create-A-Pepper paper icon could be found in a stack behind the hostess area. The Peppers are outlines of Chili’s iconic logo meant to be colored. I paid $1 for mine, but they would have taken $5, $10, or more. The crayons, too, were co-branded with the ‘Create-A-Pepper’ and St. Jude’s logos. There’s also creatapepper.com, a microsite, but again wi...

Cause-Related Marketing with Customer Receipts

Walgreens and JDRF Right now at Walgreens…the giant pharmacy and retail store chain with more than 5,800 stores in the United States and Puerto Rico… they’re selling $1 paper icons for the Juvenile Diabetes Research Foundation (JDRF). This is an annual campaign and I bought one to gauge how it’s changed over the years. (Short list… they don’t do the shoe as a die cut anymore; the paper icon is now an 8¾ x 4¼ rectangle. Another interesting change; one side is now in Spanish). The icon has a bar code and Jacob, the clerk, scanned it and handed me a receipt as we finished the transaction. At the bottom was an 800-number keyed to a customer satisfaction survey. Dial the number, answer some questions and you’re entered into a drawing for $10,000 between now and the end of September 2007. I don’t know what their response rate is, but the $10,000 amount suggests that it’s pretty low. Taco Bell’s survey gives out $1,000 per week. At a regional seafood restaurant they give me a code that garner...