Cause Marketing

Buck Up, Guys! Some day I'm going to write the ultimate case study of the greatest cause-related marketing campaign ever. It raised hundreds of millions of dollars for a terrific cause and it went on for years with no fall-off in support. It generated tons of positive publicity and, if you're an American, chances are you physically handled it more than once. The most intriguing part of that campaign, however, was that it raised money by charging more money for the product. Imagine that! (Email me at aldenkeene@gmail.com if you want to know what the campaign was). But I'm not reviewing that campaign today. Instead I'm reviewing a cause-related marketing campaign by Crystal Geyser , the bottled water people. Their chief selling point is that their water is bottled at the source, not trucked to a distant bottling plant. Their cause campaign is a tree-planting program in conjunction with the American Forests , which has several of these kinds of relationships. Crystal Ge...