The world of embedded giving was rocked recently by the announcement that TOMS had walked away from its strategy of giving away a pair of shoes for each one it sells. This is the fourth in a series of posts sharing responses from firms deeply engaged in the buy-one-give-one (BOGO) model about the future of this purpose-focused approach.
Although most companies with core BOGO strategies are smaller private firms, some global giants have brands embracing this approach. In this post, we hear from spokespeople for two interesting examples: Procter & Gamble’s All Good Diapers and Danone’s Two Good Greek Yogurt.
All Good Diapers, Katie Stahlheber, P&G NA Baby Care Communications
P&G's Katie Stahlheber
Katie StahlheberHow does the BOGO model work at All Good?
For every box purchased online or in-store at Walmart, All Good donates a day’s worth of diapers to a family in need through our partnership with Feeding America. All Good believes that doing good is a must, not a nice-to-have, and that’s why we are helping parents make an impact through the products they already are buying. Since launching in March 2020, more than 3,000,000 diapers have been donated and we continue to hit new milestones each quarter.
All Good Diapers
All Good DiapersMORE FOR YOU
With the background of TOMS’ move, are you planning to stick with the BOGO model? What do you see as the ongoing social and business benefits to that approach?
Cause has always been at our core and so the All Good buy a box, give a day donation approach will be an enduring part of the brand. We see the social benefits of this approach to be far-reaching: providing parents with diaper essentials they need to support their babies while also contributing to the distribution of diapers to other babies/families in need. This approach allows us to remain authentic to our brand beliefs and ensure giving back is always part of our DNA.
How important do you think your BOGO concept is to your consumers?
All Good was created to give young parents a diaper brand that was made just for them. Knowing cause is critical to our audience and how passionate they are about doing good, it is vital that we continue to champion our buy a box, give a day approach to remain connected to the core values of our consumers.
Two Good Greek Yogurt, Surbhi Martin, Vice President, Danone North America
Danone's Surbhi Martin
Surbhi MartinHow does the BOGO model work at Two Good?
Two Good’s One Cup, Less Hunger is the yogurt industry’s first one-for-one model and was designed with the goal of helping combat food insecurity. The commitment is simple: for every 5.3 oz. cup of yogurt purchased, Two Good will help rescue and provide the same amount of food (5.3 oz.) for someone in need in partnership with City Harvest and We Don’t Waste. For every cup sold, Two Good donates 2¢ (5.3oz) and 12¢ (32oz) to these organizations. This program puts consumers in the driver’s seat, allowing them to vote with their dollar every single time they purchase a Two Good yogurt product.
Two Good Yogurt
Getty Images for Women’s Health National Workout Buddy DayWith the background of TOMS’ move, are you planning to stick with the BOGO model? What do you see as the ongoing social and business benefits to that approach?
Based on our 2021 forecasts, we estimate that the annual impact of our One Cup, Less Hunger program will help provide 61 million pounds of food from going to waste and providing 37 million meals to people in need. The program is still quite new and while we’re encouraged by its performance thus far with media and engagement from our consumers, we’re going to continue to evaluate its impact.
How important do you think your BOGO concept is to your consumers?
Our consumer is committed to healthy living and also cares about conscious consumption; how products are made, where they are sourced from and actively supports organizations that support causes they believe in. We’ve seen almost a 2x uplift in consideration for the Two Good brand between September and December with our target audience as a result of this initiative, so we know this is something they care about.
The Link LonkMay 18, 2021 at 07:30PM
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Companies Embracing Buy-One-Give-One Strategies: All Good Diapers And Two Good Greek Yogurt - Forbes
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