Orange Rock Corps sets a new marketing strategy: engaging youngsters through a social message
Orange is engaging the young target by promoting social collaboration. OrangeRockCorps, in fact, gives tickets to the coolest gigs only to those who volunteer in a community project for four hours.
Between 2008 and 2009 there have been 13,000 people giving four hours, for a total amount of 52,000 hours!!!
Preferring online cause related marketing to Tv ads, Pepsi sets a new standardWhen you see an advert broadcasted during the Super Bowl try and think of 3millions dollars literally passing in front of your eyes in 30 seconds, as that’s the average price of a Super Bowl ad. You may think: “you could use that many for so many better things, mate!”
That’s what Pepsi thought when switching its 33million dollars budget from Super Bowl to “Refresh Everything”: an online cause marketing campaign. Users are invited to submit ideas that would improve their lives in different areas (from health, to education or environment). Pepsi will realise those most voted ones from users, providing monthly grants for a total amount of 22 million dollars.
Quite refreshing!!
Lidl supports Fairtrade
Discount retailer Lidl launched “Fairglobe“, its new line of Fair Trade Products. Lidls customers have now the opportunity to buy fair trade coffee, tea, sugar and orange juice. Purchasing such products guarantees that farmers receive a fair and stable price (coffee and cocoa have high price volatility), decent working conditions and compliance with national legislation on protection of the environment.
Mars commits to sustainable cocoa sourcing
Mars recently announced that by 2020 it will be sourcing all of its cocoa from sustainable sourcing. In agreement with Rainforest Alliance and other global certification bodies, Mars will grant that all of its cocoa beans come from farms granting minimum wages to farmers, water conservation and biodiversity-friendly pest management. The first brand to go sustainable in the short term will be Galaxy, followed in a second moment by all the others, like Snickers, Twix and M&Ms.
Mars choice goes beyond doing something “good” and it primarily makes business sense. To maintain the soil as healthy as possible, for example, is crucial to the company’s future and is a clear answer to the last three years global cocoa deficits and warnings that production is reaching its upper limits.
”How can you expect to keep extracting out of soil if you don’t put something in?” - declared Howard-Yana Shapiro, global director of plant science and external research for Mars. “We want to be in business in 100 years. You don’t spend money like this short term. We’re thinking about these actions for the grandchildren of the owners.”
Vodafone recycles old mobiles, sells eco top-ups and produces recycled bags
Vodafone is promoting some of its most successful sustainability programs at “My Future” exhibition point in Milan (1st-11th April), where people can for example contribute to Vodafone recycling scheme for old mobiles, parts and plugs. Since year 2.000 the scheme saved from landfill 1.600.000 old mobiles, providing 30 tons of materials for reuse or recycling. All earnings have been used to finance photovoltaic panels installation in Italian schools. Another financial contribution to photovoltaic panels is coming also from the “eco top up” program, seeing Vodafone donating one euro from its pocket for every 60 euro top up from its customers. To date “Eco top ups” have provided 27.048 euro. Another very interesting initiative is Vodafone reusing plastic from its own old billboards adverts to produce “eco bags”. Again, earnings will contribute to provide Italian schools with clean energy (bags are prices from 25euro).
