Everyone loves chocolate… well at least all normal people, right? One popular brand in England, and now in many countries around the world is Cadbury. The makers of this delicious chocolate have also made a huge contribution to charities and other non-profit organizations through cause marketing campaigns. While the buying habits of consumers are different in the U.K. than in America, the reality is that the interest shown in this type of community support, makes it clear that successful cause marketing campaigns are possible in virtually every country around the world.
The History of a Candy Shop
The linking of the name Cadbury, to a non-profit organization, through a cause marketing campaign that aids children, seems a perfect fit for a chocolate and candy making company. This business began in the mid 1800’s when John Cadbury opened his shop on Bull Street in Birmingham, England. This was a grocery store in which he sold cocoa and drinking chocolate that this enterprising shop owner made himself using a pestle and mortar. So successful was his shop that by 1831 he opened a factory to manufacture his chocolate exclusively. The business continued to grow and manufacturing grew to 16 varieties of drinking chocolate and 11 different types of cocoas. By 1866 the candy bar became the focus of the Cadbury chocolate company the world over. Cadbury chocolate was just flying out of the factory. The company expanded exponentially, surviving world wars, times of a poor economy and of course, increased competition.
During these times, the common method of giving to the community usually came from private agencies approaching the business or owners directly for contributions and assistance. Here too, the company excelled and maintained a good reputation with the public, but it was not part of their marketing. Publicity was achieved but it was not automatic. It was with announcements for individual projects. However in many instances there was no recognition or publicity at all. Nevertheless, the company grew exponentially, surviving world wars, times of a poor economy and of course, increased competition.
Giving to the World through Cause Marketing
Combining the name of Cadbury with that of a children’s charity has indeed worked. In fact, over the years the company has partnered with several children’s organizations for various cause marketing campaigns. Cadbury contributes from the sales of their Wishes chocolate to Make-A-Wish Foundation. It also has a campaign for Save the Children (UK). This organization has several funds toward protection, education, and feeding of impoverished children worldwide. With these links the company has successfully advanced its historic brand name to that of a company interested in the welfare of children from around the world. And consumers have become aware of the company’s efforts.
The Global World and England’s Cause Marketing
Organizations such as “Save the Children” save and improve the lives of tens of thousands of children around the world with much needed vaccines, rescues from war-torn areas, and other vital interventions. Customers of a candy manufacturer in England who buy a candy bar for their own child become a part of this rescue effort through their choice. This is the amazing power of cause marketing. The ability of companies, and their customers, to help organizations affect huge changes around the world, can be astounding. Successful marketing plans that incorporate well planned and effective cause marketing campaigns are essential in this day and age. Maximizing returns to shareholders, while at the same time doing something to make advancements for others who need it, is then beneficial to both. This is the epitome of a successful cause marketing campaign.
Darrell Berg-Smith, CEO and founder of The Asian Regional Impact Initiative, http://asianregionalimpactinitiative.org is a professional speaker, author, consultant and social entrepreneur who specializes in advising on Cause Related Marketing programs and Corporate Social Responsibility to NGOs and companies worldwide.
Darrell is also the founder of the Doctors For Cambodia Initiative, http://asianregionalimpactinitiative.org/doctors-for-cambodia which provides scholarships and support funding to medical students through cause marketing mentors with medical professionals worldwide.
He is also the founder of The Asian Regional Cancer Initiative working to upgrade the level of cancer education, prevention and treatment in Thailand, Myanmar, Laos and Cambodia. These initiatives maintain their sustainability by arranging cause marketing campaigns with doctors, dentists, and other medical professionals worldwide.
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