By Alyson Campbell (@acampfashion)
While cause marketing is no new concept, spirits brands have been thinking more about how they can raise awareness for issues, while also helping impact sales. Neither are self-serving when done right.
For example, Belvedere Vodka recently took over Manhattan’s Meatpacking district with an art installation in support of RED™ and World AIDS Day. To activate consumers, the brand created an interactive art experience complete with a light show illuminating the area in red lights and neon trees similar to their branding, with a DJ performance from popular electrofunk DJ duo Chromeo. Consumers can purchase BELVEDERE (RED) to raise proceeds for the Global Fund, a financier of programs to fight HIV/AIDS in Africa. 50% of profits from the global sale of the BELVEDERE RED Special Edition bottle will contribute to the Global Fund. The event created a big media stir and media and consumers are still engaging online. One Twitter follower said, “Only going to buy Belvedere (RED) from now on. Enjoying a nice drink means so much more when I know I am helping those in need.”
Earlier this year, Absolut Vodka recently hosted “aMBUSH Art for Charity,” debuting works from four local artists in Sydney, Australia who designed distinctive bottles to benefit their favorite charities. The local artists displayed their bottles in a public exposition at the Sydney Opera’s Bar, which could then be bid on eBay.
What does this mean for brands and marketers?
- Sales cannot be your first goal.
- Determine how you can make a difference.
- Don’t be self-serving.
- Engage consumers in their element.
- Help consumers feel like they did something worthy.
Brands have to be smart about what they’re putting out there and ultimately remember who they’re trying to reach and why what they’re doing matters.