Skip to main content

Does the End of White Coke Cans Mean the End of Cause Marketing on Packaging? Um...No.

The cause marketing world is all a-Twitter with the news that Coke is retracting its first-ever mostly-white cans meant to call attention to the plight of ursas maritimus. (Collector alert!) Apparently, too many consumers took the special packaging of polar bears gamboling across the tundra for Diet Coke, which, in fact, comes in silver cans.

I don’t have the energy to assign blame, ask if Coke over-reacted, wonder about the institutional competence of Coke’s marketing team, or worry about what this means to the future of cause marketing’s place on packaging.

That’s because cause marketing’s place on packaging is long since ensured, as the ad at the left from Fast Company helps demonstrate.

Buy a specially-marked bottle of Belvedere vodka and LVMH, the brand’s owner, will donate 50% of profits to RED’s Global Fund to fight HIV/AIDS in Africa. LVMH is the acronym for the French luxury goods maker Louis Vuitton Moet Hennessy, (whose CEO is Bernard Arnault, Europe’s richest person, FYI.)

The packaging uses RED’s trademark brackets, which frame Belweder, the Polish presidential palace. As a non-drinker, I can’t knowledgeably comment about Belvedere’s qualities, but this Christmas/New Year’s promotion strikes me as being well played. The label makes smart use of RED’s branding, Usher is a good choice as pitch man, there's a QR code in the ad, and Bono assures us that the Global Fund is making real headway in Africa, just like the quote attributed to Usher says.

Of course all bets are off if Diet Coke drinkers mistake it for a bottle of their favorite cola. ;).

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…

KFC Concept Restaurant Gives a Nod to Cause Marketing for Local Causes

KFC, a unit of Yum Brands, is testing a new quick-serve restaurant version of the fried chicken outlet and among the changes is that its cause marketing efforts will be much more local, according to Anne Fuller, senior director of development for KFC eleven.

The KFC eleven test store is in Louisville, Kentucky, KFC’s headquarters. When it opens August 5, 2013, it will feature rice bowls, flatbreads, salads, KFC original recipe chicken among other items, plus sides. A second test location is set to open in Louisville before year’s end. The 11 in KFC eleven is a salute to the 11 herbs and spices in their original recipe chicken.

The trade-dress for the test store includes lamp lighting, digital signage with community news, and artwork from local artists.

Why step into the quick serve space? Fuller answered a reporter from QSRweb.com this way: “People love KFC but it's not a frequent choice for many guests for some reason. We wanted to create a broad and balanced menu that could mayb…