When a celebrity wins an Oscar, there is no explanation why they won over the other nominees. Not for my awards…
While all were great campaigns, Patagonia’s campaign was authentic, meaningful and impactful. Patagonia is one of only 450 B Corporations- a new kind of company that uses the power of business to solve social and environmental problems. This designation comes with meeting comprehensive social, environmental and accountability standards.
Why the others lost
Coke recalled the white cans before the campaign end-date because of consumer complaints over taste and confusion to their Diet Coke. Despite being worried it would be the next New Coke PR disaster, the recall shows a lack of commitment to the cause and more of a concern for their reputation. Unilever owns Dove and the Dove campaign was great, and I love the emphasis on self-esteem and “Real Beauty”. However, Unilever also owns the Axe brand whose commercials usually hyper-sexualizes women. We had this debate a few years ago in my Rotman Marketing class and I can’t seem to reconcile the two and therefore gave it lower marks. The Levi’s campaign wasn’t transparent in their donation to Water.org rather its goal was engagement on their Facebook page which to me seems more of a personal goal for Levi’s rather than a charitable one.