Swipe Left to Read the Full Story
Every year billions of tons of plastic go into oceans that kill ocean life. That plastic also includes plastic rings of beer cans. Saltwater Brewery from Florida has come up with a solution to make this plastic rings edible for sea life. Its a perfect example of cause marketing.
Just swipe the slides and read the above story in an interactive way or you can read the story below
Sad but Truth about Ocean Pollution
Each year, billions of tons of waste are dumped in the oceans. As per research, 90% of sea birds have eaten plastic. Plastic is responsible for the destruction of marine species, nothing new there.
Although a tiny fraction of total garbage, Plastic rings in beer packaging have been known to cause trouble to sea life
But a new brewery called Saltwater Brewery took an initiative
Founded in December 2013 by a team of local Floridians, Saltwater Brewery is Delray Beach’s first local production microbrewery.
Saltwater Brewery in 2016 created a six-pack ring that feeds animals instead of killing them.
These six-pack rings are 100 percent biodegradable and edible, constructed of barley and wheat ribbons from the brewing process.
Although this packaging made the product a bit expensive, consumers loved the initiative
The Cause needed investment but worked like a charm
With $0 media invested and in less than 5 days:
- 110 million social media views
- over 1.9 million Facebook shares
- 1.3 million Facebook likes
- over 3.5 billion global impressions about the campaign
So How do these edible rings work?
The packaging starts to disintegrate within two hours of being in the ocean, which prevents fish or other sea animals getting stuck in the rings.
They take two to three months to completely disappear in the ocean, and it takes a similar amount of time to compost if left on the beach.
Instead of killing animals, our packing design will provide them with foodSaltwater Brewery co-founder Chris Gove
This marketing strategy is called as Cause Marketing
Cause marketing is marketing done by a for-profit business that seeks to both increase profits and to better society in accordance with corporate social responsibility.
In short, cause marketing is when a business working to align its brand for company and societal benefits through its marketing strategy.
One of the reasons that you buy from a brand is for the purpose that they stand for.
And that is why for any marketeer, it is imperative that we have the purpose underlined across every touchpoint.
So, it’s not only about the product but the cause that your brand stands for that makes a difference
Enjoyed our 1 Minute Strategy Story? Check out more such insightful stories.
Read our top 1-minute Strategy Stories
How Maggi became India’s favorite snack? What is happening now?
Why Indians love maggi? How it has become a favorite snack? Maggi was banned in 2015 but was given a green signal in 2016. What is happening now?
Why do companies split their stocks? Why investors love it?
Apple and Tesla have split their stocks. Stock split allows small investors to buy stock, increasing liquidity in the market & investors interest
How just one insight changed the fate of Pampers
Pampers once tried to understand what drive its customers parents? This consumer insight changed Pampers marketing strategy entirely
What is Scent Branding? Invisible yet most effective.
How brands are using Scent branding to create a stronger bond with consumers and thus increase the business from those customers?