 Newman's Own line of products has raised over $150,000,000 for charity. |
Everyone is aware of the annual chocolate bar drives by schools and sports teams, the Girl Guide Cookie Drives, the Boy Scouts’ Bottle Drives and the numerous community lotteries and raffles. The UNICEF Christmas Card Program is another example of Cause Related Marketing that has wide recognition and acceptance.
One of the most successful cause related retail products is actor Paul Newman’s’ ‘Newman’s Own’ line of Salad Dressings. This product line has raised over $150 million US since 1982. Cause related merchandizing has matured to the point that manufacturers pay tens or even hundreds of thousands of dollars to participate in National Campaigns.
The downside of this is that companies, like Coca Cola receive over five hundred cause related submissions per year. The challenge is how to become noticed amidst the market noise, build a loyal following and maintain it in a crowded marketplace.
The Music/CDs will be sold locally and on the net.
These and other challenges are addressed in VASE’s Social Marketing Plan: a unique communication program that enables small businesses, medium sized companies and large corporations to participate in new and innovative forms of social philanthropy based on a cost recovery model.
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Cause Related Marketing is the hottest trend in brand differentiation in the US and Europe. It has also been called the third wave of branding and offers an alternative to corporate philanthropy. Two-thirds of all North American and European consumers are buying cause-related products. The VASE will leverage this market trend through the development of its own distributed merchandizing, social marketing enterprise.
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