My post last week about KFC, Pepsi, and cause marketing elicited a lively dicussion along with some further examples.
Ken Leebow of “Feed Your Head” sent this one along with a comment: “Don’t pollute the Earth, but your body: Go for it!”
Cara Wilking of the Public Health Advocacy Institute (PHAI) sent this one: Give blood, eat a Whopper. Cara, by the way, has done her own piece on why organizations that care about health should avoid partnerships with soft drink companies.
And Lisa Young sent a note about Coca-Cola’s sponsorship of continuing professional education credits for dietitians, for a course about bone health. On that same site, if you pledge to LivePositively.com, Coke’s Sprite Zero will donate $1 to the American Cancer Society.
For those of you who insist that these kinds of partnerships raise money for Good Causes, please consider whether soft drinks are good for bone health or whether artificial sweeteners are good for cancer prevention. The answers may not be in, but the questions are worth asking.
Cause marketing, I submit, is much more about the marketing than it is about the cause.