UK soft drinks and confectionery giant Cadbury Schweppes has formed a partnership with Mediae Trust, an African organisation that promotes new ways to foster development through the media, along with Britain’s Department for International Development (DfID).
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The campaign involved a road show educating people in small rural towns about issues such as child abuse and animal husbandry, while also giving sponsors such as Cadbury the chance to reach consumers in a developing country. Cause marketing is designed to promote a commercial product while also serving a social purpose.
The campaign had mixed results for both parties. It transpired that the time allotted for the educational presentation was severely squeezed by a new marketing promotion in which people were given raffle tickets if they purchased Cadbury’s products. The confectionery group, meanwhile, reported that goodwill towards the brand had indeed increased following the show, but it was difficult to justify the cost of putting on the road show in a “difficult business environment”.
However, the group remains committed to the idea of cause marketing, reports the Financial Times. Both parties agreed the experience had been invaluable.
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By GlobalData
