Campaign: The Glass That Gives
Company: New Belgium Brewing
Nonprofit Partners: Water Keeper Alliance , People for Bikes, Organic Farming Research Foundation, Save the Colorado Foundation
Launch Date: October 27, 2011[/box]
New Belgium will offer consumers a two-pack gift box of beer globe glasses for $8.99, with $1.00 from each purchase going to one of four nonprofit organizations. Additionally, any photo uploaded to the company’s Facebook page containing New Belgium Glassware (or snow photos) will trigger a $1 donation as well. The company has also pledged to donate $1 to one of the four charities each time it snows in Fort Collins, Colorado.
This is one in a long-standing line of creative cause marketing campaigns from New Belgium. Proactively launching this particular holiday/snow theme prior to Thanksgiving gives the company ample time to promote the campaign and their nonprofit partners. Communicating a campaign maximum donation or goal would fill this “glass that gives” even more.