As corporate social responsibility becomes a key market differentiator for consumer packaged goods companies committed to sustainability, a slew of cause campaigns have emerged that cleverly employ packaging and product attributes to engage the consumer in greater environmental or social awareness.
One example is Purina Cat Chow, which has partnered with the Susan G. Koman for the Cure breast cancer organization in the Purina Cat Chow Connected for the Cause campaign. The program uses a dedicated Web site and limited-edition pink packaging to convey its message. Another example, Procter & Gamble’s Dawn dish detergent, employs endearing wildlife images on its bottles to promote its Everyday Wildlife Champions program.
Just in time for winter cold season, Sucrets® has now launched its Save the Polar ICE Caps! Challenge in collaboration with Twentieth Century Fox Home Entertainment’s Ice Age: Dawn of the Dinosaurs characters. Elements of the campaign include new Sucrets ICE single-serve frozen ice pops packaging decorated with Ice Age characters; a call to action for kids to draw and describe what they would do to save the polar ice caps from global warming; and a Web site with lots of links for environmental education.
