Skip to main content

Cause Marketing on Packaging

Cause marketing with consumer packaged goods often takes place on packaging.

While companies are sometimes loathe to forgo this valuable real estate, it’s almost always the case that the campaign sponsor and cause both benefit most when the packaging explains the campaign well. Remember the wise words from our friends in direct marketing: “tell more, sell more.”

In fact, I once undertook a study of higher value food items on store shelves for a client. What I found was that more expensive or high cachet food items had, on average, more than 20% words on their packaging than did less expensive substitute items. High cachet items were more likely to tell a story or include a narrative of some kind.

The packaging items from the Alden Keene Cause Marketing Database, all circa 2002-2004, illustrate my point.

Blue Sky Soda sells in natural food stores. I picked up this can at Whole Foods. Blue Sky, owned by the larger soda purveyor Hansen’s, is kind of the Shasta of natural sodas. That is, it’s value-priced. A 2¼ x ½ inch paragraph of explanation on the side panel… laid out so that you have to turn the can to read it… explains the campaign thusly:
“Blue Sky will donate 10 cents to American Rivers for every Blue Sky soda blue can tab received by October 31, 2002 (up to $15,000). Carefully remove blue can tabs and mail to: Blue Sky – American Rivers Fund, 1010 Railroad St, Corona, CA 92882. Join Blue Sky to help protect and preserve America’s Rivers. To get involved call 877-4RIVERS or visit www.americanrivers.org.

Blue Sky is currently doing a Save Tabs, Save Pets campaign benefiting Petfinder.com Foundation and set up almost exactly the same. The major difference is that now the donation is 5 cents per pull tab.

Contrast the Blue Sky can with the explanation from corporate parent Hansen’s for its pull tab campaign benefiting City of Hope Breast Cancer Research. Hansen’s doesn’t give the City of Hope in more words than Blue Sky gives American Rivers. But instead of just a few cubic inches, Hansen’s gives up something close to 1/6th of the can’s surface area to explain the campaign. And the portrait-style layout means it’s meant to be seen and read.

Likewise, this effort from Dairy Queen benefiting Children’s Miracle Network offers up only the logo. Even in 2002 (or thereabouts) when I picked up this Blizzard cup, Dairy Queen had already donated tens of millions of dollars over the years to Children’s Miracle Network. Strange, then, that they couldn’t afford even 10 words of explanation. Why even bother with just Children’s Miracle Network’s logo alone and without context?

Compare the Dairy Queen cup with this carton of Ben & Jerry’s Vanilla for a Change. The back explains that the vanilla for the ice cream is sourced at fair prices from small-scale farmers in Indonesia whose farming practices are more sustainable. By buying Ben & Jerry’s you’re supporting small vanilla farmers.

As with the Hansen’s can, Ben & Jerry’s gives up a substantial amount of its packaging real estate to the cause.

The take home is this: When you decide to turn over some of your packaging to a cause, make sure it’s enough to help the cause tell its story. Otherwise you’re truly wasting the precious packaging real estate.

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…

Unconventional Metrics of Cause Marketing Power

The printed edition of Fortune Magazine runs a regular feature called ‘My Metric’ wherein business leaders identify informal but telling measures of current economic activity.

In the January 17, 2011 Michael Glimcher, CEO of Glimcher Realty Trust cited as his metric an increased number of black cars on the streets of New York City as a sign of the U.S. economy’s (still pending?) resurgence.

That got me thinking, what unconventional metrics evidence the power of certain cause marketing efforts?

One immediately leapt to mind, although only General Mills, which makes Yoplait yogurt in the U.S., can measure it.

The Yoplait lid at left... which I purchased in December 2010... can NOT be redeemed for a $0.10 donation to Susan G. Komen for the Cure. Instead it promotes Yoplait’s sponsorship of Komen’s Race for the Cure events, which are numerous.

But I’d bet you a six-pack of Yoplait Greek Honey Vanilla that people nonetheless still send in some number of the lids above in an attempt to redeem th…