Cause Marketing Trends Spring Summer 2009 Cone

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OverviewAs the leader in the cause-related field, Cone has an unwavering commitment to tracking and identifying marketplace trends to keep you on the leading edge and to enable us to proactively address the business and communications needs of our clients. To that end, we have identified 10 recent cause-related trends in the marketplace. These trends have emerged as a result of our ongoing scanning and analysis over the past several months. These trends reveal some interesting insights into the state of cause as we endure a reset global economy. Many of these examples are cause promotions, so it is clear that organizations are taking a back-to-basics approach to cause, seeking to connect with consumers and ultimately drive sales. Companies are also handing over much control to the consumer, giving him or her the ultimate voice in supporting the cause that matters most. These are not intended to be best practices, but rather a glimpse into what’s en-vogue, primarily in the cause promotions space. For more information, please contact:Alison DaSilvaExecutive Vice President | Knowledge Leadership and Insights617.939.8360 | adasilva@coneinc.com| www.coneinc.com | www.coneinc.com/whatdoyoustandfor | Twitter: @ConeLLC

CAUSE LITEIn these tough times, organizations recognize that urgent messages about critical needs can only weigh on and alienate stressed out consumers. Instead, they are taking a light-hearted approach to talk about their cause and hope that a little humor will go a long way in addressing serious issues. BLOOD CENTER OF CENTRAL TEXAS “REDEEM YOURSELF”:http://www.nytimes.com/2009/05/26/business/media/26adnewsletter1.html?_r=2&emc=eta1This Texas nonprofit suggests giving blood can offset bratty behavior, such as failing to hold the elevator for a colleague, mooching a neighbor’s Wi-Fi or taking home office supplies. The humorous tone has resonated with Austin-area residents, and the organization has seen a 20 percent increase in blood donations since the campaign launch. The creative director of the multi-channel campaign notes, “This isn’t the time to go out there and be heavy.” WILL FARRELL CANCER FOR COLLEGE:http://www.ecorazzi.com/2009/05/27/will-ferrells-sexy-sunscreen-to-benefit-cancer-charity/The funnyman has teamed up with the charity Cancer for Collegeto sell a new line of amusing sunscreens just in time for summer. Ferrell’s name and photo are splashed on three different lotions titled Sexy Hot Tan, Sunstroke and Forbidden Fruit. All of the money raised will go towards the charity, which gives scholarships to cancer patients. TWITTER FOR SH-TTERS: http://twitterforsh-tters.com/Non-profit Wherever the Need, which provides eco-sanitation toilets where they are desperately needed, has created Twitter for Sh-tters to encourage people to talk about the program online and earn donations from their loyal Twitter followers to help build more toilets.

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Cause Marketing Trends Spring Summer 2009 Cone - Presentation Transcript

CAUSE in the Marketplace
Current Trends
Spring-Summer
2009
Confidential and Proprietary
1
CAUSE LITEOrganizations Approach
Heavy Issues with a Light Heart
Will Farrell Cancer For College
Blood Center of Central Texas “Redeem Yourself”
Wherever the Need “Twitter for Sh*tters”
Confidential and Proprietary
SEASONALWhen Life Gives Them Lemons…Companies Make Lemonade Campaigns
2
Sunkist “Take A Stand”
Electrolux “Virtual
Lemonade Stand”
Sonic
“Limeades for Learning”
Mike and Ike Lemonade Blends
Orkin “Fight the Bite”
Confidential and Proprietary
3
HOME GROWNThere’s No Place Like Home…
To Focus a Cause Campaign
Campbell “Help Grow Your Soup”
Hellman’s
“Real Food Movement”
Lay’s “Chip Tracker”
Confidential and Proprietary
4
FEEDING AMERICACompanies are Feeding America By
Partnering with this Eponymous Organization
Snicker’s “Bar Hunger”
Kellogg
V8 “Make Every Serving Count”
Mott’s “Wake-Up Call”
Confidential and Proprietary
5
A LA CARTE CAUSEBrands Put Consumers in the Driver’s Seat
And Let Them Choose From a Range of Options
GQ “The Gentlemen’s Fund”
Allstate “Click to Empower”
Tom’s of Maine “50 States for Good”
Target “Bullseye Gives”
Confidential and Proprietary
6
BOGOThe Cause Value Equation is Simple
= You Buy One + We Give One
Toms “One for One”
Disney “Buy a Ticket, Plant a Tree”
Pampers “1 Pack = 1 Vaccine”
Confidential and Proprietary
7
READY, SET, ACTIVATE!
For These Companies, Consumer Engagement
Doesn’t Stop in the Store
Staples’ “School Supply Drive”
“Purex Changes Lives”
Betty Crocker
“Stirring Up Wishes”
Nautica “Tides of Change”
Confidential and Proprietary
8
SERVICE WITH A SMILECompanies Encourage Volunteerism By
Tying it to Some of America’s Favorite Indulgences
Sage “Give a Day, Get a Night”
Gap Inc. “The Ultimate Happy Hour”
Baskin Robbins “I Serve You Serve”
Confidential and Proprietary
9
CAUSE RENAISSANCE If it Ain’t Broke…
Companies Infuse New Life into Existing Causes
“Dawn Saves Wildlife"
American Express “Partners In Preservation”
Tide “Loads of Hope”
New Balance “Lace Up for the Cure”
Confidential and Proprietary
10
MAKE YOUR MARKTheMessages May be Temporary,
but theImpressions are Lasting
Kroger “Bread Art Project”
Nike/LIVESTRONG “It’s All About You”
“Re-freshed by KFC”
Want more?Read Cone’s weekly What Do You Stand For? newsletter & blog, and follow the Knowledge Leadership team on Twitter:
www.coneinc.com/whatdoyoustandfor
@ConeLLC
@sarahkerkian • @caseyb • @andrealist
Confidential and Proprietary