A lot of you will know that Open has a strong West Country contingent and we live up to the stereotype of being fond of a pint or two of cider…
But the reason this campaign by Old Mout caught my attention is because there is no mention of the product. Nothing about how good the cider tastes or that it’s good value, or that you’ll have a lot of fun drinking it.
Instead the sole focus is that Old Mout will make a donation to charity for every bottle bought to save the kiwi *cute*.
No doubt this campaign started life with a focus on audience – the much talked about but elusive millennial. And it’s smart because, more than any other audience, they care about the ethics and social responsibility of the companies they buy from. 73% are willing to spend more on a product if it comes from a sustainable brand (against an average of 66%). And more than 9 in 10 would switch brands to one associated with a cause. When it comes to purchase decision making the traditional drivers of price and convenience are taking a back seat.
Millennials matter to our sector as much as any other generation. But, given the fact that our reason for being is ‘social good’, surely attracting and engaging them should be an easier job for us than most of the corporate brands?
After all, there are 17 million of us and we’re all over the internet!