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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.
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“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.
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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.
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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.
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