Archive for Cause Advertising
Strong Cultural Awareness Sets the Stage for Strong Delivery of Message
Posted by: | CommentsIn 2007, World Wide Fund (WWF) began an culturally smart advertising campaign to educate the Chinese populace about the wildlife & ecoregion conservation. WWF hired Dentsu China, who in turn charged art director Yan’gang Wang & copy writer Lili Su, with the complex task of communicating the need to employ more sustainable and ecologically friendly approaches to China’s activities as an emerging yet powerful global economic and cultural player. The message is simple and encourages individuals to be conscious of the consequences of their personal consumption and development through incorporating cultural symbols and trends.
The Dentsu team composed three provocative print ads linking man-made violence to wildlife through incorporating tattoos (which is a symbol of a person’s commitment to their beliefs in China). After a basic analysis it is easy to see that this campaign is communicating on many different levels for many different audiences.
| Surface Level | Tiger Tattoo; Male Left Pectoral; Slash wound; blood | Eagle Tattoo; Male (?) back, right shoulder blade; gunshot wound; blood | Shark Tattoo, Male (?) abdomen; stab wound; blood |
| Intended Meaning | Violence against wildlife is violence against human life; | Violence against wildlife is violence against human life | Violence against wildlife is violence against human life |
| Cultural Meaning | Power (or ability to accomplish progress) is in danger of unchecked manmade violence. | Freedom & happiness is in danger of unchecked manmade violence. | Sexual potency and vitality is in danger of unchecked human manmade violence. |
After viewing a video from China Daily, in which the recent growth in positive Chinese attitudes regarding tattoos is discussed and attributed to the import of Western values, it may concluded that this campaign specifically targets Chinese male youth. Not only are these youth more accepting of tattoos, but as males entering a predominately male (and still socially conservative) economy they will encounter industry practices that may be harmful to the environment. Through linking the modern Chinese consumer’s interest in self-expression/conviction with interest in the environment, this campaign evokes the traditional Chinese value of the concern for the community over the concern for the self by including wildlife as part of the community. Well Done!
Campbell’s Fights Hunger With Virtual Casserole
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Cause-related marketing is a popular term to throw around board meetings and stakeholder newsletters, but few companies can truly execute the concept well. Campbell’s has succeeded in creating a relevant, socially responsible, and forward-thinking campaign for the holiday season in their partnership with Feeding America. This is a great opportunity for a corporate and non-profit business to interact in a mutually beneficial relationship, while also creating awareness for a serious social issue. Feeding America states that an average of one in six Americans faces hunger and consistently goes without meals for several days.
Campbell’s follows the rules of creating a great cause-related campaign by 1) collaborating with an appropriate cause, 2) being very transparent about their donation intentions, and 3) gaining positive exposure by taking their campaign to the innovative digital scrapbooking site, Pinterest. Campbell’s has created a massive online version of their classic green bean casserole, where users can take part in adding to the visual impact of how many people could be fed simply by pinning and participating.
Other marketers could learn from Campbell’s positive example and create a relationship between their brand and consumers that is based on trust, respect, and a shared vision. Being honest with consumers is always in the best interest of the company because it leads to brand loyalty, which ensures a longer life of the brand and better business.
The Campbell Soup Foundation was initiated in 1953 and has a long history with philanthropy and donating part of their profits to worthy causes, as opposed to companies who have recently jumped on the bandwagon by treating a partnership like the cool or socially expected thing to do. Campbell’s is a leader in creating positive, wholesome messages that set an excellent example for other marketers in both their advertising content and partnership message by striving to create a positive difference in the community. They are a corporation with values that projects an image of warmth and heartiness which reflect not only their casseroles, but their goal of helping families in the holiday season through their donations to Feeding America.
Beer Institute Seeks to Ensure Ethical Alcohol Advertising
Posted by: | CommentsThe Better Business Bureau, the organization that presides over the Beer Institute, recently ruled that the Coors Light Bus Boy ad unintentionally violated the Beer Institute’s Advertising and Marketing Code. According to the code, “Beer advertising and marketing materials should not portray or imply illegal activity of any kind.” In the ad, there is a male that is constantly picking up Coors Light beers in a bar setting. After a while, a waitress notes that the “new bus boy” is doing a great job of cleaning off beers on the tables, to which the boss responds “I didn’t hire a bus boy”. While the underlying or intended meaning of the ad is that Coors Light is so good that people will go to crazy resorts to get it, an additional meaning that Coors Light is worth stealing is the reason for the criticism towards the ad.
While I wouldn’t have really taken such a literal meaning from the ad, I believe the rationale of the Beer Institute is understandable. While Coors itself doesn’t really believe that they have done wrong, they have agreed to stop running the ad as a result of the Better Business Bureau’s ruling. Alcohol advertising is a part of the overall institute of advertising that gets a lot of criticism for unethical advertising. I commend the Beer Institute for creating a non-legal but authoritative ethical standard in an attempt to change this reputation. If we as advertisers continue to create standards for ourselves and regulate ourselves, I believe we will be able to eventually gain credibility and positively impact people’s attitudes towards advertising while performing our business related roles.
I also believe that as advertisers we must look at our ads from several perspectives before we publish the work. While Coors intended to sell their product using a humorous story, there are ways to use humor without portraying or romanticizing illegal activities. If we could really scrutinize our work from an ethical point of view, we could avoid wasting time and money airing ads that won’t be approved our self-regulating structures. By taking time at the forefront to view the ethical impact of our advertising messages, I believe we can avoid a lot of time wasted and financial loss in the future.
Barefoot Wine. Socially responsible advertising, One Beach at a time.
Posted by: | CommentsIn an effort to promote the importance of keeping our nation’s beaches clean and trash-free, Barefoot wine decided to do something a little unexpected when it comes to advertising.
They have long been a part of promoting beaches that are “barefoot” friendly and free of litter, and along with sponsoring the “One Beach” video about keeping our beaches trash-free, as well as their 2011 Beach Rescue Project, they have opted for a nontraditional ad: a 14×10 foot outdoor poster created entirely of 18,000 pieces of beach trash and mounted in the busy, touristy city of Venice Beach, California.
From their many beach rescue events, to their extensive promotion of doing your part, and their partnerships with Surfrider Foundation, they have found their niche in the world of social responsibility and are definitely trying to get people thinking about the effects of their actions.
As you can see, the outdoor advertisement stands out from any other ordinary poster or billboard and truly sets the agenda that littering, especially along our coastline, is not okay. Barefoot Wine realizes something needs to be done about this issue in order to turn the problem around and promote cleaner beach environments that are safer for wildlife and tourists alike.
The outdoor advertisement, which promotes their movie while also promoting their brand, influences individuals in a creative way by showing them just how dirty some of our nation’s beaches are. Barefoot Wine’s ad was created to draw people to the ad and capture attention, creating buzz about the topic along the way.
Although the advertisement definitely looks cool, most people who stumble upon this ad while at the beach will have a relatively low level of motivation to process its message. However, the fact that the ad stands apart from other traditional outdoor billboards and posters, takes the peripheral route when it comes to processing information. Consumers form positive attitudes about the advertisement’s message once they realize what the ad is made out of and true intent of the ad’s meaning. Those who are motivated enough by the ad’s message will actually take it a step further and watch the complete 30 minute “One Beach” video on YouTube, which details the extent of the issue.
It is pretty rare to see shock advertising done in a way that actually gets people thinking about a socially responsible topic, such as recycling and reducing waste, but the local California company definitely created an ad that is getting people talking. After commenting on Barefoot Wine’s facebook page, they even sent me a message with more information on the stories behind their One Beach film and campaign, which feature even more amazing details about the people in the video and the steps they are taking towards helping our environment and beaches than I had originally thought.
All in all, the interesting and socially responsible ad by Barefoot Wine really does a great job at persuading consumers of the need for a solution to this problem. Although they are indirectly promoting their wine brand, they are creating buzz about a topic that many people do care about, leading to positive emotions and feelings about the brand in the end. The fact that they truly do care about this initiative is very evident when looking not only at their advertisements, but also at their website and social media pages. The hope is that people passing this particular ad, while walking down the boardwalk, will form a positive attitude towards the brand’s message and advertisement, eventually increasing their liking towards the company as a whole.
Barefoot Wine: Beach Rescue Project
Barefoot Wine Dive Deeper: Stories Behind One Beach
Cause Advertising: Supporting the Cause, or Supporting the Profits?
Posted by: | CommentsWe’ve all heard of cause advertising, right? You know, like when you see a big name brand that has partnered with a non-profit organization. Well, this trend is nothing new, we’ve all seen it, believed it, been skeptical about it, or probably had every other thought possible about it.
Over the course of the cause advertising trend, consumers have begun to become cautious of these programs. For example, AdAge writer Scott Pansky discusses how KFC raised over four million dollars last year through its “Buckets for the Cure” campaign. However, both KFC and the nonprofit organization suffered from a lowered brand image, simply due to the fact that many consumers questioned the partnership. On one hand you’ve got greasy, fried, unhealthy chicken and when consumers purchase that KFC will donate to support breast cancer research, a fabulous cause that is finding a cure to support a healthy lifestyle… That seems a bit odd if you ask me. In this specific case, it led many consumers to question why KFC was doing this. Was it simply to use breast cancer research as a way to generate sales?
Since there have many questionable partnerships ultimately resulting in skepticism, it has caused many to say that cause-related marketing (cause advertising) is dead. But, is it really?
In a Cone Inc. study (2010), cited by the Nonprofit Brand Institute, it was found that 59% of Americans are more likely to buy a brand that is affiliated with a nonprofit organization. 50% are more willing to donate, 49% are more likely to participate in an event for that nonprofit and 41% are more likely to volunteer for that nonprofit. So, this obviously proves that cause-related marketing is not dead. In fact, it greatly benefits the brand as well as the nonprofit. So, what needs to be done to reach the consumers in an effective way so that they don’t question the partnership or become skeptical of it?
The big question is ‘”Can we build deeper relationships with our customers (retailers and end users) through a cause relationship and still increase sales?”’ The answer, yes—this trend can be extremely beneficial for advertisers, but only if the campaign is done correctly.
There are two things that advertisers need to focus on. First, the cause must be a good match for the company, brand, and target audience. It needs to be relevant. Second, there must be an alignment within the business. Leadership roles and other employees must all be on the same page and understand that the goal is not only to drive up sales numbers, but also to make a lasting impact with a meaningful organization.
Pansky sums it up pretty well, “The bottom-line message to the C suite is that creating effective, meaningful cause relationships is a long-term process that will help them create a brand legacy, not merely a quick sale. It’s about employee recruiting and retention, and creating the next generation of leadership that not only embraces the corporate culture but also helps to create a better tomorrow for consumers. Marketers need to embrace the idea that this is not a quick-fix marketing solution but a long-term commitment to a cause that is relevant to a long-term relationship with your customers. It’s not a date, it’s a marriage.”
Cause advertising campaigns are a great way to be socially responsible. It is wonderful that companies and brands want to help nonprofit organizations that benefit great causes. I think it is pretty obvious that if a company is partnering with a cause, they are on the right track towards being socially responsible. Companies aren’t just in it for themselves anymore—they are trying to make a difference in things that really matter.
So, we know that cause-related marketing is good, but why does it actually make an impact with consumers? What makes these campaigns so different from standard run-of-the-mill advertising campaigns?
Well, to start with, consumer’s values play a huge role. For example, let’s say that a consumer values the environment and wants to help preserve it; in this case, a cause advertising campaign for a certain brand of paper products benefiting The Nature Conservancy may hit home with this consumer and make them feel very strongly about that brand. This also ties into personal relevance. Going back to the KFC example, maybe a consumer knows someone that is fighting breast cancer, so they may be more likely to purchase a KFC meal rather than Popeye’s.
While the campaign needs to reach the consumer in a meaningful way, a brand that partners with a great cause is also improving their brand image. If a consumer already has positive feelings about the cause, those positive feelings may be transferred to positive feelings about the brand. This can also be demonstrated with attitudes. If a consumer has positive feelings towards a cause, when they view the advertisement that relates to that cause, they will probably have positive feelings towards the ad. When a consumer has positive feelings towards the ad, it impacts the attitude towards the brand.
If the campaign is successful, consumers will develop a positive attitude toward the brand, categorize the brand with other favorable products, and ultimately develop brand loyalty. While all of this is being done, the companies as well as the consumers are helping to make an impact by supporting great causes. It can definitely be argued that cause-related marketing is not only beneficial, but also socially responsible.
With that, I will leave you with the new Coca-Cola holiday campaign developed by Leo Burnett.
(You must have known that it would be cause advertising, right!)
Working with the WWF and the new “To The Arctic 3D” IMAX, Coke will be “whiting out” it’s billboards and soda cans to benefit this great cause.
Articles Used:
http://adage.com/article/goodworks/marketers-core-consumers-demand/230061/
http://npbrandit.com/articles/nonprofit-marketing/study-shows-nonprofits-benefit-from-corporate-partnerships/
http://adage.com/article/cmo-strategy/coca-cola-real-polar-bears-wwf-promo/230632/
Car Companies Addressing Socially Responsible Driving-Related Issues
Posted by: | CommentsDriving is a privilege and a responsibility. While driving is convenient in getting us from point A to B, society also entrusts the driver with the faith that they won’t harm themselves or others with their activity. I found it interesting that two different car companies, Ford and Kia, ran print ad campaigns this fall to address issues concerning responsible driving. Kia partnered with MADD in an campaign to discourage drinking and driving while Ford’s campaign focuses on the epidemic of social networking and phone use while driving.
In the Kia ad, created by Innocean Worldwide in Canada, attention is gained by the surprise element. We all know the typical, don’t drink and drive message, but it is presented in a novel and unexpected way by displaying them as tattoos on the person’s body. Furthermore, they use tattoos to drive home the fact that the consequences of drinking and driving are permanent. I also found it interesting that they used both genders in the ad campaign as well as different ages. Since drunk driving is something that happens with both genders and across different ages, I believe it was important to represent that. Also, I believe this ad gains attention by being easy to process. Once you read the inscription on the tattoos, it is easy to “get” the message that the ad is trying to tell us. Using the dark background, the objects you are supposed to focus on are clear and the understanding you are supposed to gain from it are concrete. While this message is one you typically expect from MADD, it is not a message you would expect from Kia. I believe by cosigning to this ad, they hope to transfer positive feelings about MADD and their cause towards Kia through brand partnership. For those who believe in purchasing from “socially responsible” businesses, this type of advertising activity might sway them to further consider Kia in the consumer decision process.
The Ford campaign, created by Agency MJ in Brazil, is not as serious but still addresses a serious topic. By using the images one associates with social networking, they show how phone usage can distract one from being entirely cognizant of the environment they are driving in. They chose to make the ad stimulating by using novelty to illustrate their message. They also heightened the possibility of safety risk to drive their point across to the audience. I think this kind of ad message would cause positive feelings with parents and older consumers that are highly concerned with the driving habits of the younger, social networking drivers. In these ads, it seems like Ford is simply saying “we care what you care about” and again, might appeal to consumers that are passionate about this cause or social responsible businesses.
In both ad campaigns, it is reassuring to see car companies recognizing problems involved with the consumption of their product. By highlighting these issues, Ford and Kia are positioning themselves as “socially responsible” companies that deserve your consideration in your next car. After all, if they care about society as a whole, of course they would care for their consumers right? Ads like these, even if they are still driven by economic motives, will continue to increase public regard for advertising as an institution.
Chipotle is Going Back to the Start: Marketing with Integrity
Posted by: | CommentsIn a day and age where fast food is made up of ingredients many of us are oblivious to, it is refreshing to see a company stand out from the rest and base their entire marketing mantra on a concept unfamiliar to many people in this fast paced, “I want it now” society we live in. The idea of “Going Back to the Start” is the face of Chipotle’s new viral marketing campaign aimed at informing consumers that there is such a thing as “food with integrity,” which is simply natural, family-grown or raised, and ultimately socially responsible.
An article by the Chicago Tribune discusses Chipotle’s recently released video featuring Willie Nelson’s rendition of Coldplay’s popular song, “The Scientist,” which depicts a small town farmer shifting away from his traditional farming roots and adopting an industrialized and unnatural method of cultivating his livestock. Eventually, the farmer realizes his original way of farming was far superior and decides to do the environmentally responsibly thing and “go back to the start.” Chipotle does an excellent job in getting people to think about the serious issue, while promoting its brand in the meantime.
The advertisement, which is intended to create somewhat of an emotional reaction to people viewing the harmful effects that industrialized farming brings with it, creates a sense of sadness and empathy for the farmer. It really gets people thinking about the differences between Chipotle as a fast food chain, as opposed to say, your typical McDonalds ad.
Sustainable farming, which Chipotle bases their entire positioning off of, “uses techniques such as crop rotation, soil conservation, natural fertilization and polyculture planting. In livestock production, they use pasture-based systems, feed animals what their bodies are designed to digest, and treat their animals humanely. Sustainable farms produce foods that are tastier and more nutritious than foods produced on factory farms, while also preserving the long-term health of our environment.”
Simply said, this is responsibility at its finest, despite the negative stereotypes that many fast food restaurants must battle. Chipotle seizes that opportunity in the marketplace to finally provide a fast food experience that defies the typical processed and unnatural methods of creating food and opts for an experience that provides healthy, fresh, locally grown, and socially responsible options. By raising awareness about what responsible farming is, they are fostering a need for healthy and naturally raised food that many people were unaware they had.
As many people are trying to do their part in going green and helping the environment in any little way, Chipotle has made the responsible choice. The powerful “Going Back to the Start” video sets the agenda that people should be concerned about where their food comes from originally. But, while many people may view this as just a healthy food option, when going to the roots of what Chipotle is really doing, they are keeping small family farmers in business and helping the economy along the way.
Many people may think, however, why haven’t I seen these advertisements? Chipotle is again set apart from the rest, they choose not to engage in heavy television or radio advertising, but instead to stick to simple movie-theater ad placements, word of mouth, and public event sponsoring to raise awareness of their brand’s positioning as an environmentally responsible company. These ads create a positive impact on those who view them, while informing and motivating consumers to learn more. Chipotle also discusses their farming methods and responsibility in using sustainable farming techniques all over their website in order to raise awareness about the importance of such a trend.
This popular concept of going-green, being environmentally responsible, and incorporating organically grown food helps Chipotle to solidify their standing as a company that truly cares about the implications of their actions. Their growing popularity and extreme success in the business world teaches other companies in the fast food industry that caring about the long-term effects of your business’ actions will carry with it many positive benefits.
In the case of Chipotle, this is truly marketing with integrity.
Chicago Tribune Original Article
Chipotle’s Webpage: Food With Integrity
Sustainable Table: The Daunting Techniques of Factory Farming
TED Identifies Good Ads
Posted by: | CommentsThe newsletter learnthe4Ps.com highlighted new TED activity!
Are you familiar with TED? TED (an acronym for Technology, Entertainment and Design) dedicates itself to promoting and disseminating “ideas worth spreading.” TED’s big event is an annual conference with 15‐20 presentations by leading thinkers (check out www.ted.com for more information). Many of these talks are posted at the TEDTalks Web site and later spread virally, where you may have seen one or more.
This past fall, TED moved on to our turf — advertising. It invited anyone to nominate “ads worth spreading” — with the idea that these ads deserved to be seen. TED wanted nominations in four categories: 1) social good, 2) infectiously compelling (viral), 3) industry impact (innovation), and 4) Talk – a format that follows the TEDTalks style.
After reviewing more than 1,000 ads, a panel of 24 judges picked 10 winners. You can see them at the TED Web site – see the first link above.
Take a look and see what you think. Are the judges getting it right?
In Search of the Next Fried Egg: Are Today’s PSAs Memorable?
Posted by: | CommentsIf you visit the Ad Council’s website you know what to expect; a page explaining the mission of the organization, information on how you can get involved with their programs, educational resources that can be helpful for both parents and teachers, and the prerequisite “Make a Donation” page that you’ll see on every non-profit website. What you don’t expect is a trip back to you childhood and adolescence.
Within the Ad Council’s Campaigns section, there is a page of historic public service campaigns that those of us living in the US during the 1980s and 1990s will never forget. In looking through these campaigns the thing that struck me was how each of them not only delivered a message, but also how vividly those messages reside in our memories. The campaign examples listed below were so powerful in their execution that a mere image can recall not only actual commercials, but also the message they conveyed. You will most likely recognize the campaigns before playing the video:
We remember seeing these ads as children. Sure, we may not remember exactly where we were the first time we saw them, but they made such an impact that the images and messages are branded in our memories. They reside in our autobiographical memory as part of our past experiences and ourselves. Even if we cannot relate these campaigns to a specific episode in our lives, they still reside in our long-term memory. This is significant because of the millions of ad messages the original audience for these campaigns has seen since then, there are few that we can recall quite as easily. What’s even more significant is that these ads weren’t meant to sell a product or service. They were produced for free in hopes of having a positive effect on society. These messages not only achieved their goals of public awareness and action, but also have had continued influence beyond their years.
So what was the key behind these ads’ success? What made them became embedded in the culture of America? With Vince and Larry, the Crash Test Dummies, the campaign walked a fine line. On one hand it started to evoke an emotional response from seeing the results of not wearing a seatbelt, but at the same time, it was artificial and humorous enough to still appeal to children. The humorous dialogue between Vince and Larry and the play on words used as taglines, “You could learn a lot from a dummy. Buckle your safety belt,” and “Don’t be a dummy. Buckle your safety belt,” helped to offset the negative response some consumers have to ads that evoke too much fear or discomfort. Additionally, the use of an actual crash test dummy, paired with the taglines acted as a redundant cue to reinforce the message of the ad. With the “Friends don’t let friends drive drunk” and “This is your brain on drugs” campaigns, the imagery as analogies (of glasses crashing as cars might and the frying egg symbolizing the effects drugs have on your brain) used in both campaigns created such an impact in the minds of the viewers that at the height of these campaigns, few could crack an egg or make a toast without being reminded of the ad messages. In these cases the imagery used to convey the messages became a retrieval cue for the memory to recall the messages.
In looking at these campaigns I wanted to see how today’s PSAs stand up to yesterday’s standards. It’s not often today that you hear discussion about anti-drug campaigns even when working in the advertising business. This is likely because many of today’s PSAs take a much different approach to relay their message. We’ve already seen discussions on this blog about how some PSAs have gotten lazy in their creative and turn to violence and shock value in an attempt to get consumers’ attention. Many of today’s PSAs, especially with regard to the anti-drug campaigns, are using such shock ads featuring excessive violence or graphic images in an attempt to garner attention. See example below:
While this ad definitely evokes a strong emotional response, it’s certainly not an image that we as viewers want to retain in our memory. In this instance, the images may be so disturbing that the viewers retain them in their short term memory, but are so appalled, that they avoid rehearsing this image in order for it not to embed in their long term memory. Some argue that today’s messages use such strong images to break through the clutter of the thousands of messages to which today’s consumers are exposed. Conversely, how effective can a message really be when the viewers not only can’t, but don’t want to recall the message. In my opinion, this makes for an ineffective campaign. If put into a situation of being offered cocaine (the drug used in the ad), a young person is not likely to recall this message when considering his or her choice.
Others PSAs are using dramatic portrayals in “slice of life” style ads to illustrate the dangerous effects of drug use. These are designed to incite a strong emotional response from viewers, but without the ill effects of graphic images shown in the ad above. I think that these can be effective. Because they make the viewer consider what their lives may be like if they were to allow themselves into those situations, however, nothing particularly memorable struck me in watching any of these PSAs. Perhaps the most successful, in terms of memory and message retention, that I viewed is an anti-heroin ad that was released four years ago:
This message is effective for multiple reasons. First and foremost, it uses an egg to represent your brain and a frying pan to illustrate the effects that drugs have on your brain. This acts as a retrieval cue for those viewers who have been exposed to the 1980s anti-drug campaign. The original campaign was so effective that it lead to strong trace strength in our semantic network from the egg and frying pan to an anti-drug message. However this ad takes those images to a new level, illustrating not only the effects of drugs (represented by the frying pan) on your brain, but also on various aspects of your life, including friends, family, job, etc. This ad illustrates very effective use of memory and retrieval, but builds to add other associations in our memories to increase the effectiveness of the original campaign. In taking a technique that had proven effective, this ad was able to build on an existing memory and strengthen its message. It’s not to say that I believe that today’s PSAs are ineffective, but in terms of the messages achieving their goals of public awareness and action, and continued influence beyond their years, it may serve today’s creative’s well to take a cue from the past.
KFC: Fried Chicken For The Cure Gets Burned, Chicken Breast Takes on New Meaning?
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Advertising for a cause in tangent with a product is all the rage these days in the industry. When done tastefully, cause-advertising can really be an altruistic gesture and a way for a company to give back. Unfortunately, all too often it seems as though these philanthropic tendencies are supported by ulterior motives, mostly dealing with a company’s bottom line. Consumers today will get on board with almost anything that seems like a worthy cause. It’s trendy to be tolerant, chic to be charitable. But how far are some companies willing to go to make the public believe that they are in support of the various causes of today’s society?
In a recent article on Advertising Age, KFC takes heat for joining forces with the Susan G. Komen for the Cure foundation in an effort to raise money and awareness for breast cancer research. For every pink bucket ordered, KFC pledged 50 cents to Komen. While this certainly seems like a philanthropic cause, it raises a few questions.
For one, it’s hard to understand the correlation between breast cancer awareness and a bucket of fried chicken. KFC probably could have found a more relevant way to show support for a cause. That aside, it is difficult to understand who exactly KFC is trying to target with this campaign. Instead of advertising with the intention of being perceived as a restaurant chain that offers delicious crispy fried chicken, KFC is attempting to be branded as a cause worthy, charitable corporation. In reality they should probably stick with that they’re best known for and not try so hard to fit in with the multitude of other corporations aligning themselves with the next popular movement.
The FTC had bigger problems with KFC’s campaign. The article cites (then) Federal Trade Commissioner Pamela Jones Harbour:
‘KFC … is fully aware of our nation’s struggle with obesity, yet has cynically attempted to exploit a massive health problem through deceptive advertising. Companies should not be allowed to benefit monetarily from this kind of deception, especially where the health and safety of consumers are compromised.’
KFC broke a golden rule: When advertising for one cause, make sure you aren’t simultaneously undercutting another one. It seems obvious, especially since “fried” is in the name. The article begs the question, why does KFC feel the need to be perceived as a company filled with philanthropic ideals and healthy attitudes? The whole campaign seems like an oxymoron, and completely incompatible with the fact that fried chicken is a guilty pleasure, not a fight against cancer. This incongruity makes KFC’s efforts seem transparent and their motives questionable. Regardless of whether or not KCF was trying to advertise responsibly, the campaign was interpreted as simply another means for KFC to make a profit off of charitable consumers. Consumers can be manipulated by advertising messages; they form inferences and interpretations based on marketing elements, a concept called subjective comprehension. KFC’s campaign seems more like an attempt to twist their image into something that will be misinterpreted by consumers as “good for them,” rather than a genuine concern for breast cancer awareness. This misuse of cause advertising is irresponsible and a poor reflection of the industry.
KFC can’t be blamed for the fact that they sell an unhealthy product. Tons of companies sell products that are bad for people. However, if KFC is going to continue to advertise through causes they would be wise to do so more tactfully, and more virtuously. Since they are a company that sells food, perhaps they should look into joining the cause against hunger. While they might take some criticism for the obesity epidemic sweeping our nation, at least they could make a case about the relevancy of their contributions. Ultimately, they could argue that they do have a genuine interest in the fight against hunger, as opposed to the seemingly irrelevant breast cancer awareness campaign, and in a less blatant way than trying to make people feel good about themselves for getting overweight.
Article: http://adage.com/article?article_id=144143
