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Interactivity- Responsible Brand Engagement March 31, 2011

Posted by Jack Macholl in Brand building, Brand personality, Branding, Corporate Social Responsibility, Environment, Image.

As a rather large fan of chewing gum with many crowns to show for years of chewing “full strength” gum, I switched over to Orbit a sugar-free brand in their product line.

I noted they have recently launched a new website  cleanorbitgum.com that connects an environmental cause in a play on words with their current “clean mouth” creative platform.

The clean connection includes a code printed on the inner flap of each pack. If you visit the site, register and enter the code, Orbit makes a .50 cent donation to the Keep America Beautiful fund and enters you in a $5,000 sweepstakes to clean up “a little corner of your world.”

 As more companies begin to work toward social responsibility, many are choosing environmental causes to associate this emerging form of goodwill with their brand. Of course they are also creating a nice database of customers which certainly does not hurt either.

 Now you too can help clean up the world and have minty fresh breath at the same time.

What are some other examples you are seeing with similar tie-ins? I’d love to hear your thoughts for future posts.

Brand leadership



1. Michael Harris - March 31, 2011

Whenever I hear about these cause-related marketing programs, I often wonder how successful they’ll be in materially improving brand “likeability,” and ultimately, sustainable sales. Because if it can’t do those things, it would seem to make more sense to donate through the community relations side of the business, and work the PR angle (if there is one).

Jack Macholl - March 31, 2011

Excellent thoughts. My initial “take away” was a play to connect with “enviro” personalities who may buy the gum to contribute in a small way to a cause they back. Orbit has also connected this program to a reality TV show that focuses on urban clean up endeavors, so it appears to have a few prongs. I agree with donation/PR combination, if expertly handled that can deliver a wider audience.

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