Cause Marketing

Cone’s recent Cause Evolution study found that while transactional cause marketing is still esteemed by consumers, it’s only slightly more so than when a company just makes a lump-sum donation to the cause. Transactional cause marketing is when the sponsor ties its donation to a purchase. I posted on the study back in October and while I didn’t quite throw a wet blanket on the idea, I found that part of Cone’s study unpersuasive. What happens, I wondered, if the charitable donation is in-kind? Does the company’s halo shine just as brightly as if they donated cash? What if the in-kind donation comes in the form of shared ad space? That seems to be what’s happening in this ad for vitamin D supplements from GNC and in support of the Melanoma Research Alliance . The Alliance funds research into melanoma, which kills right around 9,000 Americans every year. The great Bob Marley died of melanoma at the tender age of 36. GNC sells supplements and nutritional products at mall stores. The ad c...