BEN & JERRYS
Global Ice cream brand Ben & Jerry’s isn’t just a delicious blend of exotic flavours, part of their success comes from how they market their values. Thanks to years of company activity and communications the words Ben & Jerry’s stands for a philanthropic / values driven company that promotes positive social change. We especially love their Lick Global Warming Campaign that teaches people how to reduce their carbon dioxide emissions while they source brownies for their ice cream from a bakery that provides employment to former homeless people. The brand has been so successful that Unilever bought it from the founders for $326million.
https://www.youtube.com/watch?v=JDFvb1Qigp0 and https://www.youtube.com/watch?v=yQykGinvNrw
TOMS has become a superstar business icon ever since founder, Blake Mycoskie, created a global movement with his ‘one for one’ business philosophy. Where every pair of shoes purchased, one pair is donated to a child in need.
Along with making a visible contribution to an important cause TOMS also educates its audience about ‘podoconiosis’ a disease that causes feet to swell and become deformed. For $1,800 it allows its customers to accompany the founder and his team to go on a ‘shoe drop’ to impoverished countries to place shoes on the feet of kids in need. This visible way of giving really sets the brand apart, by showing how authentic it is in honouring its commitment to protect the delicate feet of children in need.
Many brands spend lots of money on advertising – whether it’s paying celebrities to endorse their products or taking out significant billboards. But TOMS doesn’t have any ad spend because it doesn’t need to, not when it generates millions and millions of dollars of free publicity by sharing its story of giving. All of its marketing spend goes on giving. But by giving, it has built a deeply loyal community of people who use the power of social media to spread their story far and wide.
Mycoskie, is known as the chief shoe giver in the company and since 2006 has given away 60 million pairs of shoes. Its message has been a hit especially with the younger millennial market which is difficult to reach because of what it stands for. TOMS has shown that it is possible to have a social purpose and operate a successful business. Just last year private equity giant Bain Capital bought a 50c stake in the company which valued it at $625million.
Specsavers partnered with The Fred Hollows Foundation for a limited edition frame featuring Aboriginal artist Langaliki Langaliki’s artwork. The frames sold out in record time where $25 from each sale donated to the Fred Hollows Foundation raising $100,000 in a short amount of time. To date Specsavers has raised more than $1.6 million for the Fred Hollows Foundation through various initiatives including the Specsavers Community Program.
Burt’s Bees has been offering distinctive earth-friendly, natural personal care products for 25 years where promoting its values has been central to its success. As part of its business and branding goals it supports a number of well aligned charities including a project that works to maintain the sustainability of bees which support its business goals. From its humble beginnings the brand attracted the attention of Clorex which bought it for a cool $913million and since then it has been a crown jewel in the company’s product diversification strategy where its shares have jumped + 77% since 2007.
THE BODY SHOP
From its founding in the 1970’s The Body Shop stood out for its stands on issues such as fair trade, protecting the environment and using animals for cosmetic testing. Anita Roddick, its founder generated so much favorable publicity that this company has never, ever had to pay for advertising. Its vocal stance against animal testing and many other important issues close to its heart has carved such a unique marketing position that L’Oréal paid $1.4 billion to purchase The Body Shop.