Sustainability & CSR

Cause-related and sustainable marketing

Sustainability & CSR


Sashi Kumar, Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how Heineken, the beer brand, promoted responsible drinking in South-East Asia by modelling positive behaviour in humorous online videos and encouraging social sharing.


Anna Sin , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how the electronic payment system (EPS) was facing a 'Jetso'-driven ('personal rewards') payment market in Hong Kong (HK), one that was being created through competition between credit cards and Octopus (originally a fare-collection system that had been extended to small-value payments in the retail sector).


Josy Paul, Rajdeepak Das, Hemant Shringy and Sandeep Sawant , Warc Prize for Asian Strategy, Entrant, 2014

This case study sets out how Johnson's Baby, the baby care brand, improved its brand metrics by urging Indian mothers to donate their old baby items to less privileged families.


Someshwar Mehra, Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how Apollo Tyres, the tyre-manufacturing company, reconnected with Indian consumers by empowering people to improve road safety.


Isabela Albero, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how Brazilian beer brand Antarctica, the main sponsor of Rio de Janeiro's carnival, created a campaign to increase awareness of the dangers of drinking and driving.


Tahaab Rais, Warc Prize for Innovation, Shortlisted, 2014

This case study explains how Coca-Cola created a memorable, ownable community social responsibility platform that would empower young people in the Middle East to make a positive impact on their society beyond passive charity.


Jay Chiat Strategic Excellence Awards, Bronze, 2014

This case study explains how Evolve, a gun safety charity, found the middle ground in the US gun debate by talking about safety culture rather than changing laws.


MMA Smarties, Gold, MMA Smarties, 2014

This case study describes how the World Wildlife Federation (WWF) charity in Denmark and Turkey used social media to promote its cause and raise awareness among 18-25s, while also increasing donations to protect endangered animals.


Terence Ling, Warc Prize for Asian Strategy, Silver, 2014

This case study shows how AIA, one of Asia's best-known insurers, tackled its problem of high awareness but low consideration by rebranding across Asia with an optimistic but realistic message that people could relate to.

WARC RECOMMENDS


ADMAP

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A cause-related marketing focus for the Dec 12 issue


BEST PRACTICE

Practical tips on going green

Developing an effective cause-related brand strategy


TRENDS

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Where consumers are on the road to sustainable living


CASE STUDY

SunChips: Building a Pre-eminent Green Brand

Turning a healthy snack into a leading U.S. green brand


TRENDS

The green (and variegated) consumer

Euromonitor on consumers' green habits


CASE STUDY

I LOHAS: Crush Eco

Warc Prize Asia winner launches a green water brand