Campaign: Launch of Five Point Snacks
Company: Five Point Snacks
Nonprofit Partner: Veterans Aid Foundation
Launch Date: Fall 2011[/box]
Five Point Snacks is a new “cause branded” company, selling premium-priced snack foods benefitting the Veterans Aid Foundation. Founded by two former advertising execs, the company promises to donate 11% of eventual profits. Pre-profit, a $.01, $.02 or $.03 donation will be made on each package sold.
Five Points’ pithy marketing slogans, clever packaging and cause angle will undoubtedly draw attention and interest. The founders are clear about their small donation on each bag sold. Percentage of profit offers are always vague; if they are willing to report on their profitability and treat this as a donation “kicker” perhaps this can fly on the transparency front. The ultimate question: Can this product line make it in the highly competitive snack marketplace?