When it comes to marketing a product, companies selling consumer products sometimes aren’t afraid to act a little kooky, whether it be car dealerships yelling at you through the television or seafood restaurants taking advantage of multiple meanings for fresh in their advertisements to fish for a laugh.
Now, one brand is using those same strategies to bring benefit to society.
Paper towel brand Bounty is giving back to the community – and perhaps trying to promote its brand at the same time – by traveling around the country with an oversized shopping cart holding a six-foot Bounty roll in an attempt to raise awareness of hunger problems in five states.
Bounty, owned by Procter and Gamble, says it will donate one roll of paper towels to a food bank in each state whenever someone becomes a fan of its Facebook page. The company has pledged a total of $50,000 worth of paper towels to the food banks.
"Our goal through this campaign is to make a huge difference in the lives of those in need," said Chris Brown, a marketing executive for Bounty. "Local food banks are critical to serving people in need in communities across the country, and our hope is to incite people into action so together we can make a difference."
Last fall another product-sponsored charity used similar social media-based strategies in its own campaign.
Pantene, a hair products brand that is also owned by Proctor and Gamble, informed visitors in a Facebook status update posted in October that for each new fan their page received by the end of the year, they would donate 10 cents to their Pantene Beautiful Lengths program. The program facilitates hair donations to women suffering from cancer.
