Last month, we talked about companies using social media networks for cause marketing. Now we are focusing on a company that actually redesigned their packaging for a cause.
Recently, Tide changed their packaging to go along with their Loads of Hope campaign. That is a pretty big deal for a brand that has not significantly changed their packaging in their sixty years of history. The Loads of Hope campaign raises funds for disaster relief support. The new design features photos of disaster victims that Tide has provided aid for, such as Hurricane Katrina victims. The newly designed bottle also says, “You can help” on the yellow cap to help draw attention to the charity and the company’s social responsibility efforts.
This change in Tide’s packaging design shows that they take social responsibility seriously. It is a program that they are continuing to support, and it enhances their brand image. Consumers are more likely to buy products from a socially responsible company, rather than the competition if the products are similar. So not only are they giving back to the community by helping disaster victims, but they are also boosting their brand image, which could increase sales and the traffic flow to their web site. The design and custom packaging that they are using helps inform and remind consumers what they are doing to help others. And most importantly, they are doing their part to give back to the community and those in need.