21 Nov '11, 11am

The Holidays are Here, and So is Cause Marketing

The Holidays are Here, and So is Cause Marketing

This is not the first time Coca-Cola has worked with the WWF. In 2007, the company committed $20 million to promote water conservation and to protect sections of major rivers in North America, Europe, Africa and Asia. But do these efforts really make up for all the negatives associated with bottled water ? Granted, the Coca-Cola Company seems sincere in trying to improve its corporate social responsibility , but how significant is the $2 or $3 million that the company has committed to the polar bear conservation effort? Of course, the point is to encourage consumers to make donations directly to the WWF, but according to an article that appeared in Forbes earlier this year, cause marketing can backfire . Research shows that consumers often prefer a brand attached to a good cause, benefitting the brand. Unfortunately, it also seems that people who buy a “good” product may f...

Full article: http://www.triplepundit.com/2011/11/holidays-marketing/

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