Sharing real change with striking stories
If you're already into the cause marketing space, the fact that I featured the above image may annoy you. "Why am I even here if she insists on featuring such overused cliched examples," you say. Because this is the OG example of actually addressing a systemic issue that plagues society.
Absolut reveals more than just their process in this new spot about transparency. Yes, this is really at their distillery in Ahus, Sweden. And no, these aren't just actors. A good percentage of these naked people are actual Absolut employees (Toto, we're not in puritanical America anymore). Through the guise of an employee induction video, one delightfully goofy employee (ok, that's an actor) takes you on a tour of their facilities dropping facts about their sustainable approach to making the product.
A lot has happened since the last Superbowl, we’ve seen protests, investigations, social movements, and natural disasters. Are we going to see brands acknowledging and taking a stand on these topics? Budweiser was one of the first the release their spot online and it seems to continue the theme of communicating their company’s values in a timely way. The commercial documents their response to the series of hurricanes in places like Texas, Florida, and Puerto Rico.
OK if someone offered you $100 right now to explain, like really explain, net neutrality in Laymen's Terms, could you do it? If you answered yes, good on ya. If you answered no, you're not alone. A poll found that 75% of the 800 adults surveyed were unfamiliar with the term "net neutrality." Burger King picked up on this problem and thought of a clever way to put it into perspective.
For a large portion of the population, being "green" isn't a selling point. In some cases, going with that angle could drum up some negative associations brands weren't anticipating.
The entire social media industry banks on people spending as much time as possible on their platforms. This makes them money. And they like money. But surely, there is something to this idea of asking people to unplug. Go out and experience real life to make coming back to social media and sharing your experiences that much more fulfilling. Sometimes it feels hopeless, but there are people, organizations, and companies out there taking action to combat this problem.
Cause Change Communications Blog 