I wanted to briefly highlight an interesting disaster-related cause marketing campaign you may have seen, Tide’s “Loads of Hope”. The initiative brings mobile laundromat facilities to areas struck by a natural disaster to provide free cleaning services to survivors.
“Loads of Help” was created in the wake of Hurricane Katrina and since then has cleaned more than 30,ooo loads of laundry in disaster sites around the U.S., most recently in flooded Tennessee and Kentucky. It is funded in part by the sales of vintage t-shirts and a percentage of Tide sales.
The campaign is a clever example of cause marketing in which a corporation finds an appropriate, related and useful problem to take on and build brand equity.Â It is also a rare example of a business that has branded itself through disaster response. Tide’s corporate parent, Proctor & Gamble, has also benefited from the use of its Dawn liquid soap’s in cleaning oil-fouled wildlife.