CAUSE BRANDING Brand Image Design
CAUSE BRANDING CAUSE BRANDING IS THE PROCESS OF MARKETING SOCIAL OR ENVIRONMENTAL IDENTITY IN ORDER TO IMPROVE CORPORATE IMAGE.
COCA-COLA IS DONATING 2 MILLION DOLLARS PER YEAR TO SAVE THE POLAR BEARS APPROVED BY WWF, COCA-COLA IS DONATING *2 MILLION DOLLARS PER YEAR* TO SAVE THE POLAR BEARS. COCA-COLA INTRODUCED THE POLAR BEAR AS AÂ MASCOT BACK IN 1922. THEY HAVE USED A MOTHER BEAR AND CUBS IN SEASONAL ADVERTISING
HOW LONG HAS THE INITIATIVE BEEN GOING ON FOR? THE PRINT ADS INCLUDING POLAR BEARS STARTED APPEARING FIRST IN FRANCE 1922 (90 YEARS). BUT THEY STARTED DONATING TO THEM IN 2011 AFTER SOME RISING CONTROVERSIES.
COMMUNICATIONS AND CONCEPT CREATED: THE CREATOR OF THE CAMPAIGN, KEN STEWART, EXPLAINS HOW THE BEARS ARE INTENDED TO “REFLECT THE BEST ATTRIBUTES WE LIKE TO CALL HUMAN: [BEING] CUTE, MISCHIEVOUS, PLAYFUL AND FILLED WITH FUN.” THIS CERTAINLY TRANSLATES INTO THE ADVERTISEMENTS, WHERE THE BEARS ARE SEEN PERFORMING AMUSING ACTIVITIES WITH COMICAL SOUND EFFECTS (RECORDED BY MR. STEWART HIMSELF).
"AS THE ARCTIC GOES, SO GOES THE POLAR BEAR," SAID CARTER ROBERTS, PRESIDENT AND CEO OF WWF. "PRECIOUS POLAR BEAR HABITAT IS DISAPPEARING AT AN ALARMING RATE, AND WITHOUT INTERVENTION, SO WILL THIS MAGNIFICENT BEAR. THE SUCCESS OF ARCTIC HOME GIVES ME HOPE FOR THE POLAR BEAR'S FUTURE.”
NANHI KALI
NESTLE IS WORKING TOWARDS EDUCATING THE GIRL CHILD. #EDUCATETHEGIRLCHILD. GIRL CHILD EDUCATION IS THE CRYING NEED OF THE HOUR AND ALSO THE BELIEF BEHIND ‘PROJECT NANHI KALI’, AN INITIATIVE AIMED TO PROVIDE PRIMARY EDUCATION TO UNDERPRIVILEGED GIRL CHILDREN IN INDIA.
HOW LONG HAS THE INITIATIVE BEEN GOING ON FOR? PROJECT NANHI KALI, HAS BEEN A CREDIBLE PROGRAMME OVER THE LAST 20 YEARS WORKING IN THE AREA OF GIRL CHILD EDUCATION. LEVERAGING ON THE EXTENSIVE WORK DONE BY NANHI KALI, NESTLE INDIA IS SUPPORTING THIS CAUSE AND WILL BECOME A PART OF THE MOVEMENT.
COMMUNICATIONS AND CONCEPT CREATED THE PARTICIPATORY PROJECT WORKS THROUGH SPONSORSHIP TO ENSURE THAT GIRLS GET ACCESS TO QUALITY EDUCATION AS WELL AS COMPLETE 10 YEARS OF IT. NESTLÉ INDIA HAS BROUGHT ABOUT A CHANGE IN PACKAGING OF THREE OF THEIR MOST ICONIC BRANDS, MAGGI, NESCAFÉ AND KITKAT TO SUPPORT GIRL CHILD EDUCATION IN ASSOCIATION WITH NANHI KALI, ONE OF THE LARGEST NGOS IMPARTING EDUCATION TO UNDERPRIVILEGED GIRL CHILDREN ACROSS INDIA. IN AN ATTEMPT TO SPREAD AWARENESS FOR THIS CRITICAL ISSUE OF GIRL CHILD EDUCATION IN INDIA, NESTLÉ HAS CHANGED PACKAGING OF 100 MILLION PACKS AVAILABLE ON SHELVES BY THE END OF SEPTEMBER.
IN AN INNOVATIVE APPROACH AND FOR THE FIRST TIME IN INDIA FOR ANY FMCG (FAST MOVING CONSUMER GOODS) BRAND, MAGGI, NESCAFÉ AND KITKAT WILL GIVE UP THEIR MOST ICONIC AND RECOGNIZED BRAND PROPERTIES TO SUPPORT THE CAUSE OF EDUCATING THE GIRL CHILD. MAGGI HAS CHANGED ITS TAG LINE FROM “2 MINUTE NOODLES” TO “2 MINUTES FOR EDUCATION”. KITKAT HAS CHANGED THE VISUAL OF THE FINGER SNAP TO ONE WITHOUT THE BREAK WITH THE LINE “NO BREAK FROM EDUCATION” AND NESCAFÉ CHANGED THE TAGLINE “IT ALL STARTS WITH A NESCAFÉ” TO “IT ALL STARTS WITH EDUCATION”.
NIKITA
ADITYA
SRISHTI