Skip to main content

Space Available Cause Marketing on Packaging

This bottom panel of this box of house brand facial tissue box from Walmart features what amounts to space available cause marketing on package, something many other sponsors could also do.

Magazines and newspapers have long offered space-available ads to nonprofits. If they have your ad in the right form that fits a hole they have in their publication... and if your ad is compelling... they might run your ad for free. But I’ve never noticed anything like that for packaging.

That’s not for lack of proximity. This box has been rattling around my car for some time. The copyright says 2005, although I doubt this box is that old. But since Walmart changed its logo in 2008, and got away from the dash between Wal and mart, the box is no newer than that.

The effort benefits Walmart’s effort in conjunction with the National Center for Missing and Exploited Youth called The Missing Children’s Network. At the front of every Walmart store and Sam’s Club in the United States is a board with pictures of missing children.

Since 1996, when the effort was started, more than 10,400 children have been featured on the board and more than 8700 have been located. Walmart says 205 of those children were found as a direct result of its network of boards.

Other sponsors… especially retailers with house brands… could offer the same thing to their charity partners. Facial tissue boxes represent a lot of real estate. This one’s 8.75 inches x 4.75 inches by 3.75 inches tall. You couldn’t as easily do space available ads on a soup can or other food item which has a lot of labeling requirements facial tissue doesn’t.

For that matter, Walmart could certainly take the co-branding a little further. They could put the faces of the kids from The Missing Children’s Network board on the box's bottom panel. In the United States, cartons of milk have featured such images for years. And, if my experience is common, in most cases a box of facial tissues has a longer life than does a carton of milk.

The box itself was decorated in a kind of red, black and yellow tartan pattern. But it could just as easily be some version of The Missing Children’s Network logo or its colors.

Walmart could work with existing charity partners or it could hold a promotion and take nominations of other worthy charities to feature on package. Considering Walmart’s volume, I’d bet that six months of messaging on the back of boxes of facial tissue would be seen by more people than an ad that ran for six months in Time Magazine (in a space that’s about 3/4 of a full page ad in Time).

For that matter plenty of name-brand manufacturers could do the same thing that Walmart’s done here, especially for non-food items. Xerox could do it with a ream of copy paper. Reynolds Wrap could do it on its boxes of aluminum foil. Procter and Gamble could do it with Tide, etc.


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 and 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. …