New Belgium Brewing’s “The Glass that Gives”

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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

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Campaign Description:  

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.

Our Take:  

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.