Social Cause (141)
Buy chocolate with a good deed
The Anthon Berg ‘Generous Store’ pop-up chocolate shop in Denmark does not allow for customers to pay for their product with cash or credit. In fact, customers need to promise they will do a good deed for a person they care for. The chocolate is ‘priced’ at different levels depending on how big a deed is needed to obtain it. These range from‘serve breakfast in bed to your loved one’ to ‘Don’t comment on your girlfriend’s driving for a week’. The most popular service was ‘Help clean your friend’s house’ whilst the least popular was ‘A week where you don’t lie to your father ’.
Why it matters
This is a great example of linking the product to what it does - chocolate makes you feel good after all! It raises awareness of how what we do affects the world and others around us. How can we tap into this type of trend and use it to communicate about our products and the emotions they stir?
Online game creator, Zynga, has partnered with Save the Children to provide various (in-game) methods for users to donate to the quake and tsunami victims in Japan. Farmville users can purchase a Daikon Radish, Frontierville users can purchase a Kobe Cow, and Café World users can buy Japanese decorations, all of which give 100% of the proceeds to Save the Children and their efforts.
The WWF format is a PDF that cannot be printed out. It’s a simple way to avoid unnecessary printing, save trees and help the environment.