Opinion: CSR as a creative call to action that brings you closer to the brand – advanced marketing in practice
Smoothie and juice brand Innocent is inviting Italian consumers to knit wool hats that will “dress” the bottles.
Sticking to just few (but good) ingredients is an approach that works as much for the world of food recipes as for that of social marketing and CSR initiatives, where involving consumers personally, and encouraging their own creativity, is always a winning strategy.
The initiative is a call to action, or rather a “call to knit”, because it invites people to knit and create wool hats to dress the bottles of the product available at the refrigerated counters of some supermarkets and horeca stores.
For each item sold with its hat, €0.20 will be donated to charity to the Auser Lombardia association, which with its volunteers is dedicated to comforting the elderly, offering them warmth and support. A project with implications of social inclusion which has Bettaknit as its technical partner for 2021.
Consumers’ creations will be sent directly to Innocent, which has prepared a support manual for beginners, although no particular technical skills are required. This is a way to encourage creative participation, contribute to a worthy cause and thus deepen the relationship with the brand: a mix of simple but effective ingredients to satisfy the needs of today’s consumer and their growing sense of social responsibility – all via the medium of packaging.
During the pandemic, a number of similar company initiatives have flourished and packaging innovations have created a certain buzz on Facebook, Instagram and beyond. An example that marries both trends is the recent case history of Mulino Bianco and Abbracci shortbread biscuits, which have been transformed into a very special limited edition.
The package is a 360-degree dedication to nurses, both visually and verbally: the blue gown, the stethoscope, the claim “these hugs are for them” and the hashtag #noicongliinfermieri are all elements that pay homage to the incredible support of key health workers during the pandemic.
Once again, packaging reveals its face as a true medium of brand positioning, aligned with the growing collective sensitivity on social and environmental issues. Good examples of advanced marketing.
Sauro Musiani
Green Seed Italy