Coca-Cola has been drawing neutral to positive reviews for its white can promotion benefiting the World Wildlife Fund. Mark me down as neutral to negative, because I don’t think it goes quite fair enough. Here’s why: Amory Lovins, the slightly heterodox environmental scientist at the Rocky Mountain Institute has a new book out called “ Reinventing Fire : Bold Business Solutions for the New Energy Era,” wherein he finds that we don’t often enough take a systemic approach to energy and resource conservation. The result is missed opportunity. I think the same is true in cause marketing. Here’s the outlines of the promotion as constituted: Starting tomorrow, Nov 1, 2011 through February 2012, Coke will release its flagship product in white cans in order to draw awareness of the plight of the Arctic and the shrinking habitat of the polar bear in particular. Coke has used polar bears in its advertising since 1922. Coke will donate $1 million to the WWF and asks that Coke drinkers also donate...
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