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Missing The Mark
(US) Sometimes you come across a brand who are trying to do good but miss the mark in their execution. One such example is Brusters Ice-Cream. The launch of their new 'advertainment website' is aimed specifically at their younger consumers and have the usual cartoon characters and interactive elements.
However, within the site there is a charity initiative whereby each time a user refers a friend (to the site), Bruster's donates 10 cents to Operation Warm (an charitable organisation which provides winter coats to kids-in-need). Just seems a like an after-thought and not exactly a holistic approach to demonstrating their community investment.
Maybe they can take inspiration from one of our Phatgnat Fortnightly Challenges?
(Via AdverBlog)
Filed by DK on September 12 2005
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