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.
