From the editor

Something To Believe In

July 15, 2009
/ Print / Reprints /
ShareMore
/ Text Size+


Back in 2004, you couldn’t walk into a room or turn on the TV without seeing that little yellow wristband. Kids. Celebrities. Politicians. They were all sporting a rubber Livestrong bracelet they’d bought for $1 to benefit the Lance Armstrong Foundation.

And while it’s not quite the fashion statement it once was, the canary yellow wristband resulted in nearly $70 million in fundraising and has become one of the most visible-and successful-cause marketing efforts in recent memory.

Of course, the campaign had a strong celebrity component. Armstrong’s inspirational battle back from cancer made him a global hero, and celebrities were quick to show their support.

In wearing the yellow bracelets, people were able to emulate their icons and, at the same time, offer visible proof of their good will.

But there’s more to it. The ubiquity of the bracelets revealed how strongly people are looking for something to believe in-how they’re thirsting to belong to something that matters. And those insights have increasing relevance for brands in these turbulent times.

So what’s your cause? And-more importantly-how can consumers band together to manifest their support?

To be sure, you should approach cause marketing with care. Consumers have been promised a lot of things lately and you shouldn’t underestimate their ability to (eventually) see through inauthentic pledges.

The key lies in the daringness to stand for something. And maybe it’s just ONE thing. If you clutter the effort with too many promises of support, then it’s not a stand for something but, rather, everything. And then you’ll be just one of many who’ve let consumers down. BP

Did you enjoy this article? Click here to subscribe to BRAND PACKAGING Magazine. 

You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

10th Annual Packaging That Sells Conference, Chicago, October 2012

Posted Date: October 29, 2013

BRANDPACKAGING’s packaging conference returned for a tenth year with a focus on a single message: Make It Matter.

2/12/14 2:00 pm EST

Packaging Matters™: A study on packaging’s impact on shopping behavior, product satisfaction and trends in the global marketplace

On-Demand Packaging Matters™ is MWV’s study of the role of packaging in product satisfaction.  In its second iteration, the research has expanded to 10 markets: China, India, Brazil, Russia, Turkey, South Africa, U.K., Germany, Japan and the U.S. We study packaging because it matters to brand owners, retailers and consumers around the world. Packaging impacts shopping behavior, influences product satisfaction and motivates consumers in global markets in different ways.

THE MAGAZINE

Brand Packaging Magazine

brand packaging april 2014

April 2014

The April 2014 issue examines the topic of "Green Fatigue."  You can also read the issue at the Digital Editions.

Table Of Contents Subscribe

THE BRAND PACKAGING STORE

BP_DG_2013Cover.gif
Design Gallery Volume 11

Design Gallery Volume 11 is not just a study in good design. It’s a look at how packaging can successfully demonstrate structural and graphic innovation, make strong shelf impact, meet consumer, shopper and retailer needs and support and convey the brand story

More Products

SDG

STAY CONNECTED

facebook_40.png twitter_40px.png  youtube_40px.pnglinkedin_40px.png