Skip to main content

Co-Branding and Cause Marketing

Five or six years ago the term 'co-branding' was one of those hot marketing buzzwords. Nowadays co-branding is so commonplace as to be mundane. The point of co-branding is for brands to combine such that they create notable synergy.

There are several kinds of co-branding, including cause marketing itself.

This article, from Tiger Woods' previous sponsor, Accenture, names six:
Value-Chain, which is meant to bring new experiences to the consumer, not just another flavor. There are three varieties of value-chain co-branding:
In short, co-branding is common and familiar.

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
compassion.

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.

Comments

This comment has been removed by a blog administrator.
This comment has been removed by a blog administrator.

Popular posts from this blog

Top Eight Cause-Related Marketing Campaigns of 2007

Yeah, You Read it Right. It's a Top 8 List.

More cause-related marketing campaigns are unveiled every day across the world than I review in a year at the cause-related marketing blog. And, frankly, I don’t see very many campaigns from outside North America. So I won’t pretend that my annual list of the top cause-related marketing campaigns is exhaustive.

But, like any other self-respecting blogger, I won’t let my superficial purview stop me from drawing my own tortured conclusions!

So… cue the drumroll (and the dismissive snickers)… without further ado, here is my list of the eight best cause-related marketing campaigns of 2007.

My list of the worst cause-related marketing campaigns of 2007 follows on Thursday.


Chilis and St. Jude Children’s Research Hospital
I was delighted by the scope of Chilis’ campaign for St. Jude Children’s Research Hospital. As you walked in you saw the servers adorned in black co-branded shirts. Other elements included message points on the Chilis beverage coas…

Cause-Related Marketing Meets Microfinance

Kiva.org and Advanta.com Mix it Up

You’d have had to have been in Ulaanbaatar, Mongolia the last year or so to have missed the run up of microfinance. Between 2004 and 2006 more than $4 billion of capital flowed into microfinance institutions. All told experts say the total loan microfinance loan portfolio may be as much as $12.5 billion. And of course the father of microfinance, Muhammad Yunus won the 2006 Nobel Peace Prize. Microfinance is now so respectable, so effective, (so profitable!) that it’s already enjoying its first global backlash.

Actually that first sentence is hyperbole. Because even in Ulaanbaatar… far from almost anywhere on the vast, frigid steppes of Mongolia… microfinance is thriving such that the earliest recipients of micro loans there are now complaining about taxes and government bureaucracy! And May 29-31, 2008 the Conference of Microfinance Institutions will convene in Ulaanbaatar, the eleventh such annual conference.
Now Advanta, a credit card issuer to small…

Cause Marketing Beer with BOGO, Brew One Give One

On Monday’s post I touched on the topic of telling people what your cause marketing campaign accomplished when completed. I’ve recommended this approach to clients as a way to keep open the lines of communication with customers and clients and to get extra value from the campaign.

In other words, you’ll want to hold back some of the promotion’s budget to continue to activate the effort until the very end.

But what if that really cuts across the grain in your organization? What if it’s just not in your corporate DNA to do anything but to frontload your cause marketing activation? Well, then, add the report back to the activation of your next cause marketing effort.

New Belgium Brewing of Ft. Collins, Colorado, said to be the seventh largest brewery in the United States, did just that with this ad in Sunset magazine. I found this ad in the Alden Keene Cause Marketing Database.

New Belgium donates $1 for every barrel it brews and sells. It’s a BOGO cause marketing effort, Buy One Give One. …