Sunkist experiences sweet success
Sunkist’s “Take A Stand” program is in my humble opinion, brilliant. The premise is for kids to “order” a free lemonade stand from Sunkist. The kids are encouraged to donate the proceeds from their lemonade stand to a charity of their choice.
In it’s 5th year, this program seems to have it all. Cute kids selling lemonade to help others is hard to resist. The media like it too and the program has received lots of media coverage. From a brand experience perspective, this program is right on the money. Refreshing lemonade, wholesome values, it fits the brand to a tee. I give kudos to whomever developed this.
Moms must LOVE this too, seeing their kids helping others and having the stand provided for free by Sunkist. You can’t help but associate the feelings of your childhood and selling lemonade with this experience and with the brand that helped make it happen. They don’t mention the amount of money raised though, which begs the question whether it was a success from the fundraising perspective. In this case, I would be ok with a small amount of money given that little kids are selling the lemonade and how much can you expect? Even with the best intentions the kids may never end up contributing the funds raised.
As a marketer sometimes we get to do good things for other people in order to gain media attention, and that’s nice for a change.
The “Take A Stand” program is inspiring for any company that markets to Moms. A charity program that engages other kids to take action seems to generate a lot of interest and support.
Add comment July 29th, 2008
