I’m not a huge Coca-Cola drinker, but sometimes I crave the sweet carbonation. On a recent flight, I was handed my beverage of choice accompanied by a napkin advertising Coca-Cola’s cause. My first thought was “Genius!”
I had forgotten that Coca-Cola and polar bears are supposed to be synonymous in advertising. I was gently reminded with this napkin. When choosing a corporate cause, the charity should align with the company’s goals. Coca-Cola does this by promoting to protect the polar bear … right in line with their image.
Sometimes connections can be tricky between a company and a charity. I’m definitely not saying a company should choose a charity simply to promote their business. Employees and management should have a passion for their service. People notice when partnerships work out well … or just the girl sitting on a plane.