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Over the hump …


Over the hump …


This week we have a couple of great clips to refresh you in the run-up to the weekend.

First up is a great example of a cause-related marketing campaign being run by Haagen-Dazs. Increasingly, cause-related marketing is becoming a more and more attractive way for comapnies to associate themselves with positive social outcomes, while obviously at the same time to drive publicity around the brand.

Some notable examples recently have been the GAP (RED) campaign and the shoes produced by the Santa-Monica-based company Toms. The (RED) campaign makes quality red t-shirts and donates half the profits from sales to African women and children affected by HIV/AIDS. And Toms pledge that for every pair of shoes you buy, they will give a pair to a needy child.

So Haagen-Dazs have chosen as their own cause the plight of the humble honey bee. As it turns out, the honey bee is facing a major threat, Colony Collapse Disorder (CCD). CCD has seen 25 percent of the honey bee population disappear in the US in the last few years, and Haagen-Dazs care because honey bees pollinate more than one third of the foods that we eat.

Its a brilliant campaign so go and check it out – Help the Honey Bees. But in the meantime, watch the clip below, an advertisement for the campaign, which stays on message and actually manages to be pretty funny/cool as well.

The second clip is a little longer, and focuses on subliminal advertising. Keep watching, because the final 45 seconds are the most compelling and will be food for thought for anyone working in marketing who cares about where they spend their money and the idea of through-the-line campaign strategy.

Oh, and have a rocking second half of the week people.

Its all downhill from here …

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