In 2010 Kroger sold 24 packs of their house-brand water in ½ liter bottles benefiting their breast cancer effort, Giving Hope a Hand. The top was pink and the side panels featured stories of Kroger employees who’d successfully fought breast cancer.
Now Brawny, the Georgia-Pacific brand of paper towels, has taken a page from Kroger and produced a limited-edition 8-roll pack co-branded with The Wounded Warrior Project that tells the charity’s story.
The campaign also generates a donation for Wounded Warrior via an expanded Facebook ‘like’ effort. Sign a ‘thanks’ wall, like the Facebook page, or text ‘thanks’ to 272969 and Georgia-Pacific will back a $1 donation per action.
The packaging also features QR codes that lead to a donation site for Wounded Warriors project.
I haven’t seen Wounded Warriors messaging for the packaging yet so I can’t comment. But I hope they’re telling stories of injured service members and vets who were once in bad way, but are now better thanks to the help provided by the Wounded Warrior Project.
Regular readers know how much I like activating cause marketing on packaging. That’s because once someone is in the store, the last opportunity you have to reach them with a cause marketing appeal is when they see it on the packaging. And an 8-pack of Brawny paper towels is a good-sized canvas with which to work.
Labels: Activation, Brawny, Cause Marketing Activation, Cause Marketing Packaging, cause marketing. packaged goods cause marketing, Consumer Package Goods, Georgia-Pacific, Wounded Warrior Project