JKR

POPSOP’s overview of brand initiatives offers a good thermometer to take the temperature of what’s hot and not in brand trends and their PR initiatives. There has been a real influx in the last couple of days (from health to exercise to homelessness and helping the oil spill in the Gulf) .

The Schweppes Schwim free campaign facilitates the training of 120 new swimming teachers and coaches as part of its commitment to get people active on the road to 2012.

Quaker USA healthier lifestyles announces a new direction focusing on products and programs to help people lead healthier lifestyles.

Coca-Cola Behind the Lens Youth Filmmaking is a national online competition empowering 13-19 year-old amateur filmmakers to demonstrate their creativity.

Coors Light – giving back to the Gulf – Their “Pass the Pint” initiative is one of two programs Coors Light is currently involved with since the aftermath of the Gulf oil spill.

Kraft Food – Huddle to fight hunger is Krafts largest branded initiative ever to fight hunger in America.

etc.etc.

Companies are wanting to be seen proactively supporting and developing new initiatives that will chime with consumers who either live in the areas from which they operate or from which they buy their goods and services. From a design perspective, it is curious how few of these initiatives feel ownably branded. All smashing ideas, but with the brand and its values typically “stickered on”. Coke, unsuprisingly, shows how it should be done.

I am sure there is a Sunday sermon concerning the virtues of a humble low-key approach to proclaiming one’s charitable deeds, but this activity is commercially driven. The CSR department, probably ignored for decades, are suddenly ruling the roost as part of the 360 mix. As such, perhaps it’s time that the ideas (all great and “brand-fit” compliant in their own right) should be expressed in ways which make the brand look less arbitary in their visual presence. Because, humility aside, doing this makes the charitable gestures appear closer to the parent brand’s hearts. Having said which, top marks for this Schwepps copyline…