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?
The 1% Club is an online marketplace for small charity projects, where individuals and businesses can give 1% of their time, knowledge or income to contribute directly to a project of their choice.
To campaign for the right of everyone to have water around the globe, France Liberté has entered into partnership with the famous designer Philippe Stark. He has designed trendy bottles to be refilled with tap water called “Feuille d’eau”, and sold at the price of 5 euros. While the money earned is used to finance the charity actions, each bottle is to become a sign of federation and each bottle holder a militant for the cause.