“Stick of Hope”

Nestlé came out with a “Stick of Hope” where ice-cream lovers could write a few words of inspiration, a favourite joke on a virtual pop-stick. For every message Nestlé would contribute 25 cents to the City of Hope Cancer Centre to help children with cancer. Banana Republic started a “Drop your pants” campaign where you could donate your gently worn cast-offs. They got an incentive to clean out their closets and felt good about helping someone. MAC cosmetics does various programmes to benefit children with AIDS. Its “kids for kids” programme sells greeting cards made by children and the proceeds go to benefit children with HIV/AIDS. Cause marketing campaigns are today transforming the market. Everyone admires and expects from them. After all if you want to grow consistently and be loved by all, you gotta follow the golden rule – give and you will receive!

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Source : IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist)