Cause Marketing

Hollywood, California-based WeWOOD will plant a tree every time you purchase one of its wooden watches. The tree-planting will be undertaken by the nonprofit American Forests under the banner of its Global ReLeaf program. American Forests has been around since 1885 and represents a savvy choice by WeWOOD for a charity partner. I’ve noted before that in cases where the charity is better known than the sponsor, the sponsor benefits most from the relationship. WeWOOD watches are available in several styles and four different kinds of wood. The red-brown wood (as at left) is reclaimed from flooring material waste. All the watches are currently priced at $119 and available online. WeWOOD’s approach is a fresh take on BOGO, buy one, give one, that has taken cause marketing by storm, and reminiscent of Proctor & Gamble’s buy one plant effort for its men’s fragrance brand HUGO . WeWOOD could certainly borrow a page from the HUGO campaign and allow people to track where their tree is pla...