Peep Insights: The Hunt For Purpose Driven Marketing

This Arbor Day, Philips Norelco created a niche spectacle in their own effort to address the triple bottom line.

In an age of conversations and consumer centric attitudes, brands are on the hunt to extend themselves and find purpose driven marketing. More than ever, companies are seeking out ways to fulfill the new metric of the triple bottom line; people, profit, and planet. Customer reasons to believe in a brand can be sparked from community and social investment. As we notice in PSFK’s “Good Brands Report 2010”, the brand ranked #3 Jamie Oliver, aligns around good by helping to implement solutions around the way we eat and nourish our bodies with his flagship television series “ Jamie Oliver’s Food Revolution USA”.

This Arbor Day, Philips Norelco created a niche spectacle in their own effort to address the triple bottom line. A slight buzz began in Madison Square Park, New York City, as spectators gathered around a media packed pop up stage with signs reading “Deforest Yourself, Reforest The World”. Moment’s later Carmen Electra showed up and the crowd thickened. Philips Norelco joined her on stage announcing that in celebration of Arbor Day they are challenging Americans to “Deforest yourself, reforest the world”. To honor this challenge Philips Norelco has committed to plant one tree for every body grooming product sold between April 30, 2010 and June 30, 2010. Carmen was on hand to support this “hairy issue” by “deforesting” a lucky five guys on stage, to a cheering crowd.

The popular www.ShaveEverywhere.com online conversation was transformed by Philips’ new site www.ShareEverywhere.com, where users can find out more about local environmental efforts in near by parks and public areas. We’re glad to see another brand stepping outside the box and embracing social causes, especially when it’s coupled with humor.

Contributed by Amy Johannigman

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