A New York advertising executive recently made headlines when she lent her credit card to a homeless man asking for change. To the surprise of many, the man went into a nearby store, purchased a soft drink; deodorant; cigarettes; and body wash; and then returned promptly with the card. The local media covered this story from a number of different angles with some focusing on the Good Samaritan, others on the honest man, and a couple — in true New York City style — questioning the legitimacy of the tale all together. Was this really a heartwarming New York story, or was it just a publicity stunt for the ad agency, credit card company, and beverage company? Whatever the reality, it got me thinking how cause marketing can be similarly complicated.
How does a marketer help a cause or charity while staying focused on its business goals and without coming off as self-profiting, insincere, and manipulative? The answer? Very, very carefully. Pepsi seems to have nailed it, but members of the (RED) partnership, for example, don’t seem to be quite there yet.
The Pepsi Refresh Project is probably one of the biggest, most well-known cause marketing campaigns in recent years. And with over $20 million dollars allocated to funding for projects (including those to help revitalize the Gulf region) — projects that are conceptualized and selected by everyday Americans — this is a campaign that works for me as a consumer, especially since it does not involve the purchase of the marketer’s product, and it is centered on charity at home rather than abroad during these tough economic times.
Now let’s take a look at the (RED) partnership. Yes, it is all for a good cause. And, yes, it has generated significant funds, but I just don’t get the same warm and fuzzy feeling. It doesn’t offer the same level of engagement. And Nike’s Lace Up. Save Lives. (RED) campaign, for example, feels to me like a regular advertising campaign rather than a sincere cause effort.
Photo credit: cogdogblog
