Campaign: TOMS for Target
Company: TOMS, Target
Nonprofit Partner: American Red Cross, Feeding America, Canadian Red Cross Disaster Relief, Food Banks Canada and others
Launch Date: November 16, 2014
Cause darling TOMS is partnering with Target to create a new holiday collection of clothes, shoes, and home goods, all with price tags under $50. The TOMS for Target collection features more than 50 items and will be in U.S. and Canadian stores as well as online starting November 16th. Each purchase will generate a donation of shoes, a blanket or meals in partnership with charities including the American Red Cross, Feeding America, Canadian Red Cross Disaster Relief and Food Banks Canada.
Just when you thought the TOMS brand couldn’t get any more widespread, the Buy One Give One model goes even more mainstream with a hefty presence at Target. The TOMS name has become synonymous with the “one for one” model, carrying instant consumer recognition. This partnership is a smart bet for Target, which can capitalize on the TOMS brand affinity to drive sales and simultaneously polish their existing cause halo. This isn’t the first time Target has partnered with a cause brand, however. They promoted a similar collection with FEED in the Spring of 2013. Beyond increased customer reach, what’s in this partnership for TOMS? Any risks to the cause brand? Weigh in below!