On monday, May 23, 2011 the post was about the current American zeitgeist for supporting the troops . The post on Thursday May 19, 2011 was about how cause marketing is a form of co-branding . Too bad I didn’t wait until today to post on those separate subjects because I could have killed two birds with one post. Yesterday I got the Lowe’s circular at left that features co-branded cause marketing with PepsiCo benefiting the troops. Called Summer Salute Program, here’s how it works: PepsiCo and Lowe’s will donate $1 million to unnamed charity or charities that support the troops and their families. Part of Pepsi’s piece of this includes their NASCAR drivers Jimmie Johnson (Gatorade), Jeff Gordon (Pepsi Max) and Dale Earnhardt Jr. (AMP Energy/Mountain Dew), all of whom will run their cars with Summer Salute paint schemes. All are affiliated with the famed Hendrick Motorsports team. Johnson, of course, drives the Lowe’s car. To give the campaign a little more emotional depth, Lowe’s and P...
Dedicated to highlighting and dissecting the best and the worst cause marketing promotions and campaigns.