A deeply rooted tenant of cause marketing is that when given a choice between two brands of similar price and quality, consumers will switch brands to one that is associated with a good cause. In fact, our 2017 Cone Communications CSR Study found nearly nine-in-10 (89%) would make that switch, steadily rising from 66 percent of consumers in 1993. And many brands over the years have harnessed this key learning – from (RED)’s many partners to TOMS buy-one, give-one approach. Now, one brand is simplifying its call to action to consumers in order to change the lives of millions of individuals.
Stella Artois and Water.org are adding a new level to their multi-year partnership with a new campaign called, “Pour it Forward.” The call to action is simple – the next time you buy a beer, make it a Stella Artois. Every time consumers decide to “Pour it Forward,” their purchase of a Stella Artois beer will trigger a donation to Water.org to help provide access to clean water for someone living without it. For a limited time, every purchase of a six-pack gives access to 6 months of clean water for one person in the developing world and every pour (or bottle) sold at bars and restaurants gives access to 1 month of clean water. To garner visibility for the new campaign, Stella Artois is investing in its second cause-related Super Bowl ad. This Sunday you can watch “Change Up the Usual,” featuring iconic figures like Carrie Bradshaw and “The Dude” switching up their signature drinks (think Cosmopolitans and White Russians) for a Stella Artois. This effort builds off previous campaigns such as “Buy a Lady a Drink,” where the purchase of a special limited-edition Stella Artois chalice triggered five years of clean water for one person in the developing world.
Stella Artois has a bold goal to help Water.org provide 3.5 million people in the developing world with long-term, sustainable access to clean water by 2020. So far, the partnership has helped more than 1.7 million individuals but it still has a ways to go. Through “Pour it Forward” Stella Artois and Water.org make the call to action as simple as possible. No need to buy a special chalice, retweet a post or even watch an ad to trigger impact; simply raise your hand at your bar seat and say, “A Stella, please.”