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08/18/2009 by Erinn Gormley (comments: 0)
About a week ago we wrote about cause marketing. Brand Packaging Magazine has also focused on this topic as its cover story in their August publication. The article elaborates on the topic and gives great examples of companies utilizing cause marketing, as well as tips on how to engage consumers in their efforts. One such example is Tide’s Loads of Hope. Often times individuals and families are not able to make financial donations to causes they support, but it is undeniable that they need products such as laundry detergent. Charitable donations through purchasing products are the perfect solution. For every bottle of Tide sold, ten cents is donated to the program which helps victims of natural disasters get clean clothes. So far the program has washed 30,000 loads of laundry via their mobile laundromats. While the company has done a great job with their TV advertising campaign, what really makes this product stand out on the shelves is the label. Consumers can easily identify that their purchase supports a good cause. For more examples of successful cause marketing, read the full article here!
Cause marketing programs are taking on new significance in this economy, as brand owners strive to broadcast their corporate principles, create closer relationships with consumers and offer the idea of greater brand value.
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