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 Extraordinaries iPhone app is the latest example of crowd-sourcing for the common good. Using this app, folks with five minutes or less to spare, can log in and help out at the click of a button. Whether it’s tagging images for a local museum or taking photos of the street you’re on for the city planner, it’s all about giving what you can, when you can.
“Shade Parade” is Chanel’s new nail polish campaign. It lets manicured fingers show off the product on a catwalk to the sound of the old classic “Little Bitty Pretty One”.