Brawny Joins the Wounded Warriors Project with Special Packaging
Laura McQuarrie — February 3, 2015 — Social Good
References: brawny & accredopackaging
In solidarity with the Wounded Warriors Project, Brawny created a paper towel packaging design that highlighted the project's mission, as well as individual stories from Wounded Warriors.
The special paper towel packaging included a vibrant design printed in five colors, stamped with QR codes that link to Facebook and WWP's website where donations could be made. While Brawny is a brand that often plays off the toughness of its paper towels, this partnership is a serious one that showed the strength of real individuals. Other calls to action on the packaging included notes to like WWP's page on Facebook, or what number people could text in order to make a donation in support of Wounded Warriors. For each thank you to a Wounded Warrior posted to Brawny's Facebook over a period of time, Brawny donated $1 (for a total of up to $350,000) to the project.
The special paper towel packaging included a vibrant design printed in five colors, stamped with QR codes that link to Facebook and WWP's website where donations could be made. While Brawny is a brand that often plays off the toughness of its paper towels, this partnership is a serious one that showed the strength of real individuals. Other calls to action on the packaging included notes to like WWP's page on Facebook, or what number people could text in order to make a donation in support of Wounded Warriors. For each thank you to a Wounded Warrior posted to Brawny's Facebook over a period of time, Brawny donated $1 (for a total of up to $350,000) to the project.
Trend Themes
1. Cause Marketing - Brands can align themselves with a charitable cause to create meaningful products and experiences that resonate with consumers.
2. Interactive Packaging - Packaging with QR codes or other interactive features can provide consumers with additional information and lead to increased engagement with a brand.
3. Social Media Donations - Social media can be a powerful tool for raising awareness and funds for charitable organizations, especially when tied to specific actions like sharing or liking posts.
Industry Implications
1. Consumer Goods - Consumer goods companies can leverage cause marketing and interactive packaging to differentiate their products and deepen their connection with consumers.
2. Charitable Organizations - Charitable organizations can partner with brands to create mutually beneficial campaigns that raise awareness and funds for important causes.
3. Social Media - Social media platforms can facilitate donations and amplify the reach of cause marketing campaigns through features like sharing and trending hashtags.
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