Cause Related Marketing is a commercial activity by which businesses and charities (or causes) form a partnership with each other to market an image, product or service for mutual benefit. It is a marketing tool used to help address the social issues of the day, through providing resources and funding, whilst at the same time addressing important business objectives. Cause-related marketing is one of the fastest growing business marketing strategies in North America. Increasingly in this era of global competition, companies must fight for consumer recognition and loyalty. Simply offering a quality product or service does not guarantee success in the twenty-first century. Companies must look for innovative ways to distinguish themselves in the market. One successful strategy is cause-related marketing. Partnership with a worthwhile cause attracts consumers, who when faced with roughly equal products or services, choose one that has an impact on an issue they care about.
The Cause Marketing Halo Awards are American cause marketing's highest honor. Women’s Health/Breast Cancer Initiative: Kohl’s Corp. and the American Cancer Society, Midwest Division, and the Southeast Wisconsin affiliate of Susan G. Komen for the Cure. Arctic Home: Coca-Cola Co. and World Wildlife Fund..
Coca-Cola aligned with World Wildlife Fund to raise awareness of the polar bear’s plight and raise funds for its protection. Coca-Cola kicked the campaign off with a $2 million donation to the cause. Coca-Cola offered to match up to $1 million in donations made by consumers who texted donation codes found on specially marked packages of Coca-Cola products. Coca-Cola persuaded mobile carriers to lower the text donation minimum from $5 to $1 for the ﬁrst time. Coca-Cola volume and share were both up from the previous year in November and December, and $1.2 million was directed to Arctic Home in raised/matched donations. : Stop Bullying: Speak Up: Cartoon Network, Facebook, Time Warner and...
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