Skip to main content

Cause Marketing Thongs to Benefit Microfinance


The title of this post is a clause I never expected to put together. An enterprising entrepreneur named Renata M. Black is selling women’s thongs to benefit microenterprises in the United States, Brazil and India.

Empowered By You panties are seamless thong-style panties available at a handful of online and bricks and mortar outlets. Sales of the panties benefit the Seven Bar Foundation, whose mission is to support female microenterprise. 

The ad… from the October 2012 issue of More magazine… is kind of a hot mess. Although it’s so sexy, you might not ever notice.

Plainly the model is breaking through the glass ceiling to where the men are. But how is it that she’s “Empowered” by said ceiling, I can’t get guess.

A paragraph at www.empoweredbyyou.com explains the visual like this:
“In the spirit of liberating the superhero in all of us, it is only a natural fit that every Empowered By You panty empowers women with their first break to make it. Instead of a ‘cape’ she is given a ‘break.’ A confident woman in the Empowered By You panty enables an underprivileged woman to spearhead her own business and rise out of poverty via microfinance.”
Apparently copy editors these days are as unfashionable as granny panties.

I got a 404 error when I tried to open up www.Aha.com/empoweredbyyou.

The Empoweredbyyou.com is functional, except the tab labeled ‘The Cause.’ You can read about the cause on the Seven Bar Foundation website, which substantially mirrors the Empowered By You website.

Both are long on goals, vision and sex-appeal, but short on substance, order, and, most of all, coherence. They both seem like they might be an unfiltered ‘brain dump’ from Renata straight to the website designer.

A word search on aha.com turns up a sell-page for Empowered By You panties. Aha.com is one of those curated websites for the fashion-forward. The sell-page says the thongs are seamless Brazilian cut and available in several colors and sizes for $20. It also says that $1 from each sale goes to provide microloans to women.

The Empoweredbyyou.com website says the goal is donate $1 million to microfinance by 2015.

Renata Black plainly understands how to use sex-appeal, so she may well meet her goal.

But I think she could get there a whole faster if she or someone at her company and foundation would sit a little bit closer to a professional editor while creating content and ads.

Comments

Popular posts from this blog

Profile of Cause Marketing Veteran Joe Lake

Blogger's Note: What follows is a profile and interview I wrote of Children's Miracle Network co-founder Joe Lake, who was recently installed as the CEO of the Starfish Television Network. This originally appeared in the Salt Lake Enterprise on Monday, May 11.

Lining the walls of the office of Joe Lake, the new CEO of the Starfish Television Network, a 501(c) (3) public charity and television network founded in 2006 and headquartered in Midvale, are pictures of the many celebrities he has worked with.

There are pictures of Joe with Goldie Hawn, Sidney Poitier, Jeff Bridges, Bill and Hillary Clinton, Rob Lowe and Walter Cronkite, and affectionately-autographed publicity stills from Bob Hope and Rich Little.

It’s something you’d expect in the office of a Hollywood agent, or at a celebrity hangout in Manhattan, or Chicago or Vegas. But the Starfish Television Network, whose mission is to tell the stories of nation’s nonprofits in a way that educates, entertains and inspires its audi…

Unconventional Metrics of Cause Marketing Power

The printed edition of Fortune Magazine runs a regular feature called ‘My Metric’ wherein business leaders identify informal but telling measures of current economic activity.

In the January 17, 2011 Michael Glimcher, CEO of Glimcher Realty Trust cited as his metric an increased number of black cars on the streets of New York City as a sign of the U.S. economy’s (still pending?) resurgence.

That got me thinking, what unconventional metrics evidence the power of certain cause marketing efforts?

One immediately leapt to mind, although only General Mills, which makes Yoplait yogurt in the U.S., can measure it.

The Yoplait lid at left... which I purchased in December 2010... can NOT be redeemed for a $0.10 donation to Susan G. Komen for the Cure. Instead it promotes Yoplait’s sponsorship of Komen’s Race for the Cure events, which are numerous.

But I’d bet you a six-pack of Yoplait Greek Honey Vanilla that people nonetheless still send in some number of the lids above in an attempt to redeem th…

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…