Cause Marketing

There I was, glancing through my March issue of Teen Vogue (don’t ask) when I came across the arresting image on the left. Like any fashion magazine, Teen Vogue is mostly ads of girls in fashionable attire in chichi locales. So this ad for a cause-related marketing campaign from Proctor & Gamble’s Tampax brand really pops. The campaign is another branch of Proctor & Gamble’s growing relationship with African causes and the United Nations. P&G’s water purifier brand Pur supports water purification efforts in Kenya. And P&G has been doing a packaged goods cause-related marketing campaign for UNICEF for at least a half-dozen years. The campaign is multi-faceted and, frankly, more than just a little confusing. You don’t need to go to the beinggirl.com/hero website to get that. Just look at the ‘logo soup’ at the bottom of the ad. Here’s the bones of the campaign: P&G is donating $1.4 million to HERO , a campaign of the United Nations Association (UNA-USA). The money ...