Cause Marketing

In the lead-up to World Environment Day , Sunday, May 5, 2011 Budweiser is asking men to save water by forgoing shaving. Called 'Grow One. Save a Million' (GOSAM), the promotion has been going on in a low-profile way since 2010. Budweiser is also donating $150,000 to the River Network , a watershed conservation charity. But the campaign has since gone Hollywood with the inclusion of Nick Offerman , the butch star of the NBC comedy Parks and Recreation . GOSAM is premised on the fact that American men use an average five gallons of water per shave. Saving a million gallons of water should be pretty easy therefore, since 1,000,000 divided by 5 gallons is 200,000. Divide that by 20, the number of days a man might shave in a month, and the result is 10,000. So if 10,000 dudes quit shaving for a month in America, we’re there. Since beer starts with water, water conservation is a natural fit for Budweiser. But Budweiser is relying on GOSAM to save water by being fun. In one release,...