Campaign: Show Us Your Knickers
Company: Tesco
Nonprofit Partner: Halo Initiative
Launch Date: February, 2012
Campaign Description:
UK Supermarket Tesco will donate 15p (about $.25) from every sale of Halo branded feminine hygiene products to a new ‘Halo Initiative’ charity benefitting physical, mental and social wellbeing of women. Halo will also launch a “playful” marketing campaign dubbed “Show us your knickers!” to raise awareness of the product range and charity initiative. It invites women and men to decorate a pair of actual knickers or pants and enter their efforts into a competition to win £500 worth of Tesco vouchers (around $800).
Our Take:
This campaign from across the pond uses cause to launch one of Tesco’s new “venture brands”, which are owned by the supermarket but don’t carry its branding as part of a larger strategy to develop its own portfolio of branded goods. The brand/cause fit is certainly solid in this campaign but we wonder how many consumers will take the time to decorate, photograph and submit “knickers” to enter the related contest.
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