Some say the tradition of a midnight kiss on New Year’s Eve ensures good tidings in the coming year- and this year, Proctor & Gamble will ensure this is true for the benefactors of Operation Smile. For every kissing couple spotted on their Scope “ Kiss Cam ,” the packaged goods giant will make a donation to the nonprofit, which raises money to treat childhood deformities. This campaign is not only a great way to promote their mouthwash product when people are likely to get up close and personal with one another, but also a wonderful way to give back during the holidays.
The cause partnership will be carried into the New Year with an in-store promotion to benefit Operation Smile through March 2009. Scope’s brand manager anticipates they will raise enough money to help 200 children.
During these hard financial times, various companies are digging deeper to give back, with the hopes of not only making a difference in the lives of others, but also hoping to benefit from the additional reputational boost during times that are also tough on business. Cone’s 2008 research shows that 85% of Americans accept cause-related marketing such as the P&G “Kiss Cam” donation to Operation Smile, and 78% think businesses should continue to give the same or even more during tough economic times. Further creation of authentic, relevant and meaningful cause programs will be critical in the coming year, as businesses continue to compete for consumer attention during a time of tightening wallets. It will be the recognized leaders in charitable giving during hard times that will be strongest coming out of the economic downturn, making now more critical than ever for businesses to show they care.
Happy New Year!