Archive - May 2011
May 18th
Bringing luxury to charity
Luxury brand Bvlgari and Save the Children charity have joined forces to help improve education programs in conflict-affected and impoverished countries. The partnership means that Bvlgari has created a limited edition unisex ring engraved with the Save the Children logo.
Why it matters
This is more than simply aligning your brand with a charity by selling statement t-shirts and arm bands. Will we see a new way to market charities more discreetly, and for personal gratification rather than for public display?
Recycling boxes to trees
“Tetra Pak” and the Austrian magazine “Woman” have launched a campaign to highlight the importance of our environment. Austrians can collect their “Tetra Pak”-packages, put them into eco-boxes with a campaign-sticker and bring it to the post office (at no cost). For each eco-box filled, a tree will be planted in Austria.
Why it matters
Recycling can often be a chore where consumers never see the end benefit. Can we change consumer behaviour and attitudes by showing tangible results that they can track, like a 1 box = 1 tree?
Leading by example: Levi's Water<Less Jeans
In an effort to create awareness of water conservation issues around the globe, Levi’s introduced Water<Less jeans, a line of jeans manufactured with an average of 28% less water (in some cases 98% less water) than usual. This spring alone, Levi’s has been able to cut 16 million litres of water – that’s 67,636,117 glasses! - from their manufacturing process.
Why it matters
While many companies are eager to jump on the “good cause bandwagon,” few companies are leading by example. Levi’s support of a cause actually impacted the way they do business and sets the bar for what it really means to support a cause. Can you find a cause to actively support through your brand’s operations?
