Acqua for Life

Campaign: Acqua for Life
Company: Giorgio Armani
Nonprofit Partner: U.S. Fund for UNICEF
Launch Date: March 1, 2012

Campaign Description:  

Giorgio Armani and the U.S. Fund for UNICEF are rolling out their third ‘Acqua for Life’ campaign.  From March 1-31, 2012, Giorgio Armani will donate one dollar to the U.S. Fund for UNICEF for each purchase of Acqua di Gio and Acqua di Gioia cologne or gift set.  In addition, Giorgio Armani will donate one dollar for every person who “likes” the “Acqua for Life” page on Facebook, up to $100,000.  The campaign also features a QR code on the back of every Acqua di Gio for Men and Acqua di Gioia for Women gift sets sold in stores, allowing customers the opportunity to scan from their mobile device and activate the donation from Giorgio Armani.

Our Take:  

This campaign is another straightforward transactional cause-related marketing campaign.  Of note is that, over its 3-year partnership, Giorgio Armani has contributed $750,000 to support UNICEF’s programs.  In this third year, the brand is experimenting with more social media components including a microsite, Facebook page and mobile site to activate a younger market.