Rather than asking consumers to donate separately or highlighting corporate giving in an annual report, a growing number of brands are making social impact an integral part of the product experience, packaging or marketing activation.
Lidl UK released 2,500 Mr SPF 30.5 sun-care bundles to coincide with Pitbull's UK tour, with 100% of proceeds supporting SKCIN, a skin cancer education charity. The concert, the product and the cause reinforced one another.
Zuke's launched limited-edition dog treat packs across Target and Petco, each featuring a QR code linking directly to donations for Acadia, Sequoia or Shenandoah National Park. The brand matches contributions of up to USD 25,000 per park, turning packaging into a fundraising channel.
e.l.f. Cosmetics deployed 15 branded learner cars in the UK cities with the longest driving test waiting lists, offering sweepstakes prizes of 10 free driving lessons through RED Driver Training.
Where in your customer journey could impact become part of the product rather than the promotion?
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