Raising awareness – One limited edition item at a time

By October 11, 2018Social Investment
Limited Edition raising awareness

A great way for companies to get involved and help raise awareness for the causes they care about are through their corporate social responsibility (CSR). Especially well known, million dollar companies! As soon as they invest in a cause, it is suddenly known worldwide, inspiring more people to actively do their part. Many companies offer a Limited Edition item, which is either a limited supply or a limited buying period. Consumers go mad for these items, with them selling out in minutes, but why? And who’s doing it or made an impact?

Why do people love Limited Edition stuff?

There have been no scientific studies into the buying habits of people when it comes to limited edition items, however, marketers have come up with many different reasons;

Exclusive

The idea of an item or a place being exclusive gives it a very luxurious feel. Making the buyers feel elite and it, therefore, becomes a form of status symbol to own.

Special

A lot of the time it gives the buyer a feeling of being special. As there is only 400 being sold in the world, they would be one of the only people in the world to have it, making them stand out of the crowd and be special.

FOMO

‘Fear of Missing Out’ defined as an “anxiety that an exciting or interesting event may currently be happening elsewhere, often aroused by posts seen on social media”. And in this case, missing out on the opportunity of owning this amazing product.

Investment

After the retail of the item, and if it is as highly sought after as appeared, then the value of the item may increase. Some people purely buy these products as an investment to be sold on in the future for a profit.

Many companies use limited edition items as part of their marketing plan, but we’re not interested in them (no offence). We wanted to see which organisations have used this form of advertising to promote a good cause. Take a look…

Lacoste changes its logo for the first time ever!

Lacoste has been using the crocodile logo since its start in 1933 when it was founded by the French tennis player René Lacoste and André Gillier. However, for their latest CSR campaign, they removed the iconic logo to create 10 different white polo shirts as part of their Save Our Species campaign.

The logo was replaced with 10 different endangered species, all still in the brands green colour. The animals they chose are on the brink of extinction, and to accentuate their point the number of shirts printed reflects the number of the remaining population.

Gulf of California Porpoise

Also known as the Vaquita, is a sea mammal on the Critically endangered list. As of March this year there were said to only be 12 left in the world. However, at the time of printing the polo shirts, there were 30 Porpoise shirts printed.

Sumatran Tiger

The Sumatran tiger can be found in the Sunda Islands, which are in between Malaysia and Indonesia. Their main threats include deforestation and poaching. 350 of these shirts were printed.

Burmese roofed turtle

These turtles are 1 of 6 in the Burmese turtle family and can only be found in Myanmar. Their main predator is human beings. Only 40 of these shirts were printed.

Northern Sportive Lemur

Also known as the Sahafary sportive lemur, can only be found in Madagascar. There were only 50 of this tiny animal (50 centimeters from head to tail and only weighs roughly 800 grams) left at the time of print due to deforestation.

Cao-Vit Gibbon

There were only 150 of these animals left, making them the rarest ape in the world. Again deforestation is the cause of their conservation status, as their home in the forest between China and Vietnam.

The other 5 animals printed were the Javan Rhino (67), the Kakapo (157), The California Condor (231), the Saola (250), the Anegada Ground Iguana (450). Making a total of 1,775 shirts available. All of the profits for these shirts went to the International Union for Conservation of Nature, an international advocacy organization working to protect nature that sponsored the campaign.

HelloFresh join the RED campaign

During the summer HelloFresh joined forces with 4 amazing chefs to offer a RED meal for the EAT (RED) SAVE LIVES campaign to raise awareness and money for the fight against AIDS.

The four meals;

Mario Batali‘s Spaghetti with Fresh Tomatoes, Chorizo, and Basil

Emeril Lagasse‘s Herby Dijon Chicken Breasts with Zucchini and Red Potatoes

Rachael Ray‘s Grilled Buffalo Chicken with Carrot-Celery Slaw and Mashed Taters

Carla Hall‘s Summery Lemon Chicken with Tarragon Chimichurri

Were only available for a month and new customers were given $20 off, with $20 going to the Global Fund.

Along with this donation and raising awareness, people can simply donate money through the HelloFresh platform AND The Gates Foundation promised to match all donations up to $75,000, on top of the match meals being brought up to $500,000!

Lush hopes soap will save the internet

Lush limited edition Error 404 bath bomb to raise awareness

Lush created a limited edition bath bomb called Error 404 to raise awareness for digital rights around the world. They teamed up with Access Now, who says “We defend and extend the digital rights of users at risk around the world” to create this soap that hits an audience that otherwise may not be aware of these issues.

The bath bomb cost $7, with Lush donating 100 percent of the profit to create a Digital Fund. Lush’s goal was to raise 250,000 GBP, a portion of which will go to Access Now.

No matter what brands reasoning for raising awareness via limited edition products, or peoples reasoning for buying these products, they are raising awareness of these causes to a large group of people. As a marketing tactic for their organisations and the charities it works incredibly well, and if we’re being honest I want to eat a HelloFresh RED meal wearing a Lacoste Cao-Vit Gibbon polo shirt after I get out of an Error 404 bath…but that could just be me.

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