I am a big fan of the concept of brands taking up cause marketing. Although academic research has two opinions about the impact of such cause based promotions, I strongly believe that brands will benefit positively if it can align with a worthy cause.
Recently Quaker Oats launched a new campaign " Make India heart healthy". The brand is trying to promote the cause of healthy heart. The brand has taken up the mission of spreading awareness about the risk of heart diseases and educate the public about healthy living. The campaign is being launched in association with Appolo Hospitals and Times of India.
The brand also launched a portal Goodmorningheart.com where individuals can do an online heart check. Once the person entered the details, he will receive customized diet plans and also his risk profile.
Quaker Oats needs to be lauded for taking up such an initiative. In this fast world where health is compromised for materialistic pursuits, some one needs to take the initiative to educate the public.
For a cause based brand promotion to work, brands need to focus on certain basic requirements.
a. There has to be a worthy cause
b. The cause should be related to the broad solution that the brand offers.
c. The brand should be consistent in supporting the cause.
d.The initiative should be long term.
Quaker has taken an initiative which is worthy and also aligns with the brand's core promise. Quaker is a healthy food and hence it makes sense for the brand to take up the cause of a healthy heart.
Time will only tell whether the brand's initiative is going to be consistent and long term. Currently the brand is spending its energy on awareness building. We have to see whether the brand will further the cause to next level.