Skip to main content

Quien es Mas Macho? More Cause Marketing for Dudes

In the lead-up to World Environment Day, Sunday, May 5, 2011 Budweiser is asking men to save water by forgoing shaving. Called 'Grow One. Save a Million' (GOSAM), the promotion has been going on in a low-profile way since 2010. Budweiser is also donating $150,000 to the River Network, a watershed conservation charity.

But the campaign has since gone Hollywood with the inclusion of Nick Offerman, the butch star of the NBC comedy Parks and Recreation.

GOSAM is premised on the fact that American men use an average five gallons of water per shave. Saving a million gallons of water should be pretty easy therefore, since 1,000,000 divided by 5 gallons is 200,000. Divide that by 20, the number of days a man might shave in a month, and the result is 10,000. So if 10,000 dudes quit shaving for a month in America, we’re there. Since beer starts with water, water conservation is a natural fit for Budweiser.

But Budweiser is relying on GOSAM to save water by being fun. In one release, Offerman is quoted as saying, “The only thing manlier than growing a big, burly beard is ripping a big, burly beard off of a charging grizzly with your bare hands.”

Budweiser’s positioning with Offerman reminds me of nothing so much as the old Bill Murray game show parody on Saturday Night Live called Quien es Mas Macho, or Who is More Macho? (You can watch that episode on Hulu.com, if you have a subscription).

In it, Murray played a game show host who quizzed contestants in high-school Spanish on who was more macho. As in: “Quien es Mas Macho, Fernando Lamas o Ricardo Montalban?” When the contestant rang in to answer Fernando Lamas, Murray’s response was, “No. Ricardo Montalban es mas macho.”

Es verdad!

GOSAM is primarily Facebook and PR-driven. The Facebook page has a pledge form not to shave and not much more. It kinda seems like something the Young Turks at Budweiser’s agency tossed off after drinking a few Buds and watching Sports Center. I couldn’t find any mention of it on Budweiser.com, for instance.

Too bad.

As a hirsute fellow myself, I think GOSAM has whiskers… er… legs. It wouldn’t take much effort to turn this into something very like Lee National Denim Day, only for dudes.

Comments

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. …