Cause Marketing

Is cause marketing better on the inside or outside of packaging? That’s what I wondered when I saw this chocolate bar at Whole Foods. In an aisle of chocolate bars that were $6, $7, $8 and even $9, I bought the Whole Foods candy bar based mostly on price; it was less than $3. It was organic, dark chocolate and had almonds, three hot buttons for me. When I unwrapped it I found the cause marketing message you see below My first reaction was, “why wouldn’t they at least tease the donation to the Whole Foods Foundation on the outside of the wrapper?” You'd assume that Whole Foods wants to maximize sales. And given the likelihood that their margins are higher on a $3 house brand than a super-premium bar like Amano or Vosges, you gotta believe they’d rather sell three of these candy bars than one $9 Vosges with bacon , right? But the more I thought about it the plainer it became to me that Whole Foods really does know how to cause market. In their book ‘ Yes!: 50 Scientifically Proven W...