“Do all things with love.” It’s more than just a pin on everyone’s Pinterest board. It’s now become a marketing movement for companies all over the world.
Bringing social issues into the marketing mix provides a great way to show off what a company cares about most, while still advertising their products and services. There are potential risks involved with taking a very public stance on a cause, as is the case with anyone, not just businesses. But the risk of customers not aligning with your views is sometimes worth the potential gain from the deep connections other consumers may have with your brand. That kind of connection creates brand loyalty. Here are some examples of how companies are focusing on selling their cause and not their product.
Coca-Cola – Happiness
Coke wants people to understand the importance of happiness. Being one of the largest international companies in the world, Coke is able to take a unique approach of showing what exactly happiness means in different parts of the world.
This campaign will literally make you smile as you watch it. The video ends with the phrase “Because happiness is a Coca-Cola and a phone call home.” This is a subtle, yet extremely effective way to tie in the Coke brand and the happiness one feels when connecting with family.
Dove – Self Image
Dove is a brand that reaches far beyond your typical shampoo commercial and markets for the empowerment of women. By ditching most of the stereotypical marketing techniques of the past, they’ve decided to get real, raw and truly candid with their latest ads promoting positive self-image and confidence in women. To sum it up, they want to spread the message that Justin Bieber has been trying to spread for months now… you should go and love yourself.
REAL BEAUTY SKETCHES
This is one of Dove’s more popular campaigns, sharing the message to women that you’re more beautiful than you think. The results were incredible and the only mention of the Dove brand is a shot of the logo at the end of the video. Focusing on the cause and not on their products gives a sense of authenticity to their message.
Honey Maid – Defining Family
When Honey Maid launched their “This is Wholesome” campaign, highlighting all different kinds of families, they received a lot of backlash from people who didn’t agree with their message. Take a look.
THIS IS WHOLESOME
So what did they do? They took the negative and made it into something beautiful, and then covered it in the positive. Check out their response here:
The original “This is Wholesome” commercial was meant to share the Honey Maid’s message that “the reality of family has changed, but the wholesome connections that all families share will endure.”
Honey Maid took on all of the haters in an eloquent response where they turned all of the hate into love— literally. All of the positive feedback that came from this issue showed that not only did Honey Maid have followers that were loyal to their brand, but deeply connected to their cause.
What did we learn from all of this? We learned that sometimes, it’s just not about you. Sometimes spending less time trying to convince people to buy your product and more time just doing good for others can make a world of difference—for your brand and for society.