Entries in agency (1)

Tuesday
May112010

Cause Marketing: We see you!

A facebook friend liked a Facebook ad by a Philly-based Bongo Agency, so I went to see what this agency was doing with Facebook.  I discovered an interesting question about Cause Advertising.

KFC's pink buckets are a great example.  My response in the FB thread:

What continues to baffle me about KFC is the unhealthy element of their food. Even if they are supporting breast cancer research, I feel like the brand is mobilizing moms to make their families fat.  Breast cancer is a worthy opponent (my mom is a survivor), but what about obesity and heart disease?  What about teaching kids healthy eating habits?!! 

I think a more thoughtful tie-in between the brand/product and the cause is key to making cause marketing successful.

I read the other day that the American public is essentially addicted to low prices and discounting in retail; until we agree that we will pay more for higher quality, healthy, safer products, that are better for the environment, I think marketers will rely on Cause marketing to use philanthropic sentiment to justify a premium price.

What do you think?

PS: don't miss, from the new Saatchi blog: 10 Ways to Communicate with Moms.