Campaign: Caring for Communities is Our Cup of Tea
Nonprofit Partner: Community Beneficiary of Sweepstakes Winner
Launch Date: November 1, 2011[/box]
Lipton has announced a sustainability initiative called “Caring for Communities is Our Cup of Tea” with the goal of sourcing all tea bags from Rainforest Alliance Certified farms by 2015. To draw attention to this goal, Lipton has released special promotional packs of tea which contain a code to enter a sweepstakes for a chance to win a trip to Kenya (including a visit a Rainforest Alliance Certified farm), and $25,000 for sustainability efforts in their community. The consumer-facing portion of the campaign runs November 1 – March 31, 2012.
This is an interesting mash-up of a message-focused and transactional cause marketing campaign focused around a sustainability initiative. Consumers are incentivized to purchase product via the sweepstakes with the added bonus of earning dollars for a local sustainability effort. In this case, the awareness is focused on the company’s sustainability initiatives versus a specific nonprofit message. We anticipate seeing more of these types of campaigns as brands turn their sustainability efforts outward to better include and inform the consumer.