The 2010 Black Friday retail-charity activation that aligned a rising hip-hop superstar with a category-defining shopping moment — and showed how celebrity charity tie-ins should actually work. The structural test: would each component still exist if the others did not?
Mental Health Awareness Month is the most crowded cause window on the marketing calendar. Five brands — Rare Beauty, Headspace, Bell Let's Talk, Unilever, Lululemon — show what durable commitment looks like versus performative activation.
MADD is the canonical case in cause-marketing for safe holiday drinking. Tie One On For Safety since 1986. The Designated Driver cultural concept. The Uber-Lyft ride-share impact on drunk-driving fatalities. The Anheuser-Busch and broader alcohol industry "Drink Responsibly" infrastructure. Multi-stakeholder cultural change.
Rosica Communications is a New Jersey PR firm founded 1980 by Marilyn and John Rosica. Healthcare, pet products, food and beverage specialty. President Chris Rosica — author of Authentic Brands and The Business of Cause Marketing.
Vail Resorts and Make-A-Wish run a long-standing partnership placing terminally ill children at Vail properties. The 2017 placement of Isabelle Dunai at Beaver Creek and Ritz-Carlton Bachelor Gulch — the model, what the program does right, and why hospitality cause marketing scales.
