Cause Marketing

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 pr...