It was the week before Thanksgiving and I was shopping for wine to enhance the occasion. Good Kharma Chardonnay caught my eye and tweaked my memory. I had seen it profiled in a magazine and recalled that it contributed to a cause. That got me to pick up the bottle and check it out.
It didn’t take long to understand the campaign. The benefit is spelled out right there on the front label. “A portion of the proceeds goes to feed Ontario.” Below, “Full stomachs – Happy hearts”. During a holiday in which we acknowledge our good health and good fortune, this message hits home. Buying this wine supports a local winery which in turn supports my community. I commend Flat Rock Cellars for not only their effort but also for creating a specific product to address the issue of hunger in local communities.
Mine is not a unique reaction. Cause marketing appeals to consumers. I’ve created cause campaigns for wine and spirits brands and can attest to their success. Studies have found that around 70% of consumers select a brand that supports a cause when choosing between otherwise equal products.
The Good Kharma label is atypical. The product name type is large, bold and condensed. It couldn’t be any stronger. Especially with scribble filled letters in black and red. It looks like a protest sign coloured with felt markers. Intentional?
The back label expands on the specifics of the cause and the winery’s support. It turns out Feed Ontario is literally the name of the organization as well as the campaign objective.
I’ve visited this winery. Their wines are very good and the brand is popular locally. That familiarity gave me the confidence to purchase this wine. The quality was commensurate with the price. I enjoyed it even more knowing my purchase supported a worthy cause.
Is this a great wine label? The design isn’t exceptional. It’s featured here because it achieves its objective. The bold type gets attention. The message is clearly presented. The benefit to the community is obvious.
Do you support brands that contribute to a cause? Let me know in the comments below.
