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MAY 5

For Unilever, P&G, No Good Deed Is Going Unpunished†

Damned if You Do: Cause Efforts Become Ammo for the Critics

Advertising Age, May 5, 2008 — Greg Allgood, who directs Procter & Gamble Co.'s Children's Safe Drinking Water program, recently has spent a lot of time demonstrating Pur's purification packets for developing countries that turn disgusting, brown water crystal clear. On one TV appearance last week, he accidentally took a swig from the dirty "before" water instead of the treated water in a clip that made the rounds to "Countdown" on MSNBC.

It's symbolic of the downside companies in the forefront of ethical marketing have faced in recent weeks: No good deed goes entirely unpunished; high-profile stances on social causes can have unintended consequences; and the water is getting pretty murky as "ethical marketing" encourages consumers and activists to delve into corporate policies in ever-greater detail.

Categories: Brand Strategy, Marketing Strategy, Brand Blunders
Tags: P&G, Unilever, Cause marketing, green marketing

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