Magazine article Marketing

Charity Begins in Good Hands

Magazine article Marketing

Charity Begins in Good Hands

Article excerpt

Charity begins in good hands

The largest toilet tissue maker in the UK, Scott, is launching a new charity linked brand almost guaranteed to make you feel good. The only problem may be the toilet paper's somewhat unfortunate name - Helping Hand.

The brand is designed to take affinity marketing a step further by being positioned solely on its links with charity. Each time a consumer buys a four-roll pack of Helping Hand, Scott will donate 4p to a fund for four children's charities.

Affinity marketing began to catch on in its embryonic form in the late 80s with a symbol of that self-centred and money-conscious decade - the credit card. Each time a purchase is made with an affinity credit card, a bank makes a small donation to a charity.

Says brand manager Chris Webster: "The banks tied an existing brand with a charity. It's a bolt on to a standard product. We are using the affinity concept to introduce a product. …

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