Competitive Review and Analysis Brand Development Discussion, BDV 3.4.4 Valerie Davidson
Campaign Project: Dr. Bronner’s All-One Magic Soap
“Absolute Cleanliness is Godliness” Dr. Bronner’s company does not spend any money on advertising the product in any conventional way at all. v You can find Dr. Bronner’s on Facebook where you will see plenty of individual “advertising” from fans and friends of Dr. Bronner’s. v Any information or selling of this product is done online for shopping or in the stores off the shelf. v You will not pick up a magazine or see a billboard for Dr. Bronner’s. v Dr. Bronner’s participates in community events that help support the causes they are involved in. v
The company President, David Bronner, grandson of founder Emanuel Bronner, stands by his mission of the company going back to a concept Emanuel liked to talk about called Constructive Capitalism, which held that you should “share the profit with the workers and the earth from which you made it.”
Facebook posting: This photo appeared in Gizmodo a couple years back with the title “Guaranteed Awesome Gifts for the 21st Century Hippie.” Does this look like your wish list?
Facebook Posting: Now that we’ve reached our goal to purchase 5,000 bed nets for families in Asuom, Ghana (Thank You!), we’re offering additional exclusive perks to help raise funds to build a maternity ward, the next community project identified by our Ghanaian partners. Order by midnight, December 12th, and your gifts will arrive in time for Christmas! Learn about the campaign and contribute here: http://www.indiegogo.com/drbronners