| Abstract: | HelpAd is a simple idea, Brand A allows Brand B to advertise on its packaging thereby creating an effective and targeted medium to reach Brand A's consumers. The new dimension is that the advertisement is placed inside a space given by Brand A for the use of the International Red Cross. Immediately several benefits accrue to all parties; Brand A makes a statement of its ‘corporate caredness’ at point of sale, Brand B gets to reach a specifically targeted audience with little or no waste, and the International Red Cross receive payment based on the sale of valuable commercial media. The core product ‘the world's most ethical advertising’ is simply embellished by line extension through Help Ad's involvement in sport and entertainment sponsorship. The following paper sets out not only the reasoning behind this cause-related marketing but the synergies needed to make it successful. |
