Doing good while growing your company and making a profit is not only a satisfying way of doing business, it\u2019s also great publicity. Intermarch\u00e9<\/em> did not just reduce food waste when they launched \u2018Les fruits & l\u00e9gumes moches<\/a><\/span>\u2019, they also got loads of free publicity.<\/p>\n People like good news. And people like companies who take responsibility. So why not take this into account when spending your marketing budget? It’s what we call goodvertising<\/em>. The wonderful act of advertising your products and services, while doing good. Forget about annoying commercials and obtrusive billboards. Use your creativity and advertise intelligently.<\/p>\n To maximise the impact of your campaign, make sure you stay close to your brand. You want to make it easy for consumers to make the connection. And doesn\u2019t it make sense to use your specialist knowledge to make the difference?<\/p>\n Let me illustrate this with some delightful examples.<\/p>\n When Hurricane Katrina hit the coast of New Orleans in 2005, the results were absolutely disastrous. The hurricane left many casualties and billions of dollars in damage behind. Most of the city was flooded and many thousands fled their homes. Tide<\/em>, a laundry detergent brand decided to lend a helping hand. They send in their Tide truck (which they themselves call \u201ca laundromat on wheels\u201d) and provided free laundry service for the people in need. Obviously, the hurricane victims had many other things to worry about, but at least they no longer had to walk around in dirty clothes. Insignificant as the small act may seem in the light of events, it generally means a lot to people to be able to wear clean clothes again. Or, as it says on the brand\u2019s website: \u201csometimes even the littlest things can make a big, big difference.\u201d Tide has been running the \u2018Loads of hope<\/a><\/span>\u2019 campaign for almost ten years now and has provided \u2018disaster relief\u2019 to 31 cities, washing tens of thousands of loads.<\/p>\n ‘Loads of hope’ is a great example of goodvertising. Tide helps the people who are having a tough time, with actions that make perfect sense for a laundry detergent brand. The brand manages to help people in need while simultaneously building a positive reputation that will stick. I\u2019d say this is a marketing budget well spent!<\/p>\n Of course, an act of goodvertising doesn\u2019t have to be as grandiose as this big detergent brand\u2019s disaster relief. Small companies can use their strengths to tackle certain social issues too. What to think of SNURK<\/em><\/a><\/span>, a Dutch bedding brand that wanted to do something for homeless youngsters. SNURK-founders Peggy and Erik designed a clever duvet cover with a photo-print of an unfolded cardboard box and a matching fitted sheet with the photo-print of pavement. A large part of the proceeds goes to The Foundation for Homeless Youngsters in the Netherlands<\/em><\/a><\/span> and the German foundation Off Road Kids<\/em><\/a><\/span>. People can now \u2018sleep on the street\u2019 comfortably, knowing they have helped a homeless youngster to get off the streets.<\/p>\n Always keep your eyes open for the problems and challenges that society faces. Are there any issues that are related to your brand? Or, and this is a more confronting question, are there social problems that in one way or another are caused<\/em> by your products?<\/p>\n Antarctica<\/em>, a major Brazilian beer brand, was not afraid to address an issue that was related to their core business. Brazilians like a good party and they LOVE their Carnival. Happy days for Antarctica. Literally. Unfortunately, the countless litres of sold beer have one nasty side effect: too many cheerful party people exchange the satisfying grip on their beer cans, for a loose grip on the steering wheel. Intoxicated carnival-goers might be the light of the party when walking in a \u2018Bloco<\/a><\/span>\u2019, they\u2019re a lot less amusing when they\u2019re trying to drive home\u2026<\/p>\n Instead of ignoring this unpleasant side effect, Antarctica decided to step up. A creative campaign managed to cleverly advertise the drinking of some cold beers, while at the same time reducing the number of drunk drivers on the road. How they did it? With the ingenious Beer Turnstile:<\/p>\nTurning the Tide<\/strong><\/h4>\n
Snoring under cardboard boxes<\/strong><\/h4>\n
![\"Snurk](\"http:\/\/hatrabbits.com\/wp-content\/uploads\/2015\/01\/snurk.jpg\")
<\/a><\/p>\nGetting drunkards home safely<\/strong><\/h4>\n