Skip to main content

Back to Back Cause Marketing With Bond, James Bond

The May 2011 issue of Conde Naste Traveler magazine has the rather unusual distinction of having two cause marketing efforts advertised literally back to back, both of which feature actors who have played James Bond.

The first ad, from the luxury-goods manufacturer and style-setter Louis Vuitton, has been around for a few years and features the best Bond, Sean Connery. The benefiting cause is The Climate Project, founded by Nobel Laureate Al Gore.

In the second ad current Bond Daniel Craig pitches Omega, the Swiss watchmaker. The Omega ad calls attention to the cause Orbis International, which flies a hospital plane into the developing world to perform essential eye surgeries where it lands.

Both ads are short on the specifics of the cause marketing they’ve engaged in. But that’s par for the course when luxury goods utilize cause marketing. Instead the most prominent elements of both ads are their respective Bonds, their exclusive brands, and their tie to the causes.

Oh, and the Vuitton ad was shot by celebrity photographer Annie Leibovitz.

I’m not going to parse this out any farther. Instead I’m just going to say that as a long-time fan of Bond and practitioner of cause marketing I never expected to see two different actors who have both played James Bond pitching two different cause marketing campaigns in the same magazine.

Such is the distance that cause marketing has come.

Comments

Popular posts from this blog

Three Ways to Be Charitable

I’ve spent a big chunk of my career working with or for charities. Many of my dearest and ablest friends are in the charity ‘space.’ And the creativity and problem-solving coming out of the nonprofit sector has never been greater.  Although I’ve had numerous nonprofit clients over the last decade or so, I haven’t worked in a charity for about 12 years now, which gives me a certain distance. Distance lends perspective and consequently, I get a lot of people asking me which charities I recommend for donations of money or time. My usual answer is, “it depends.” “On what?” they respond. “On what you want from your charitable activities,” I reply. It sounds like a weaselly consultant kind of an answer, but bear with me for a moment. The English word charity comes from the Latin word caritas and means “from the heart,” implying a voluntary act. Caritas is the same root word for cherish. The Jews come at charity from a different direction. The Hebrew word that is usually rendered as charity is t…

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…

Five Steps To Nurture a 30-Year Cause Marketing Relationship

Last Monday, July 22, 2013, March of Dimes released the annual results of its campaign with Kmart... now in its thirtieth year... and thereby begged the question, what does it takes to have a multi-decade cause marketing relationship between a cause and a sponsor?

In the most recent year, Kmart,the discount retailer, donated $7.4 million to the March of Dimes, bringing the 30-year total to nearly $114 million. March of Dimes works to improve the health of mothers and babies.

Too many cause marketing relationships, in my estimation, resemble speed-dating more than long-term marriage. There can be good reasons for short-term cause marketing relationships. But most causes and sponsors benefit more from long-term marriages than short-term hookups, the main benefit being continuity. Cause marketing trades on the trust that people, usually consumers, put in the cause and the sponsor. The longer the relationship lasts the more trust is evidenced.

There's also a sponsor finding cost that…