According to a study mentioned in a recent emarketer article, “in 2009, large majorities of consumers wanted a variety of opportunities to support brands that were active in cause marketing, and by July 2010 they were even more enthusiastic about ways companies could get involved.”
We’ve noted previously that more and more brands are attempting to feed this national moral hunger through cause-related marketing efforts, and to that end, many are building awareness of such efforts through social media.
A perfect example is Kraft Foods.
A strong majority of Z&C Poll participants (66%) felt that the latest Charmin promotion is, at the very least, fun. And very, very few thought it was in poor taste. “Enjoy the Go” Charmin!
The “Enjoy the Go” promotion is an attempt by Charmin to build buzz and drive awareness using a conversation-centric marketing approach. Twitter chatter has died down since last week, but we will be watching (from afar) to see how this promotion develops when it launches at the end of November.
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We’ve seen brands respond to the challenge of conversation-centric marketing in vastly different ways. Some have reacted by becoming even more cloistered; others are testing the outer boundaries of taboo. Charmin’s latest promotion shows that CPG, at least relative to this brand, has chosen the latter path.
John Jordan, a member of Media Logic’s xTeam, came across a CNET.com article this morning about Charmin’s promotion. It generated quite the conversation at Media Logic:
From: John Jordan
Odd story, but should be interesting: Charmin to pay 5 people $10k to blog, and share experience in a makeshift bathroom.
From: Patrick Boegel
It might be insane, but the methodology from P&G is likely spot on. This campaign will generate attention and receive coverage from bloggers and the media. Regardless of the tenor of the coverage, good or bad, people will be writing about this promotion for awhile.
From: Ron Ladouceur
Maybe it’s because I came of age in the earthier 70s, but to me this sounds like a fantastic Social Juice promo (though, in this case, “juice” might be an ugly word). Can you imagine how great a sell it took to get a bunch of P&G execs to sign off on “enjoy the go?” Hats off! Frankly, I think the author of this review sounds a bit constipated. She could use a Charmin break.
Time will tell if Charmin’s latest promotion will be a success or failure. But, at least around here, it’s got people talking.
What do you think? Does the latest Charmin Times Square bathroom campaign push past the boundaries of good taste or is it an effective exploitation of a taboo subject?