From Bundaberg, with Rum
Cause marketing 101: BE PREPARED
a) Have a great product, with an excellent (and highly scaleable) distribution system
b) Foster a long term relationship with your audience
c) Know how and where to segment your key influencers
d) Develop adaptive marketing processes which allow your team to make decisions quickly when opportunities inevitably present themselves
Nobody wishes bad things to happen.
And yes, these campaigns can easily stray or be misconstrued as dirty and opportunistic.
But for brands who have slowly developed social proof by adding value and engaging with a devoted audience, even something as heart breaking as a natural disaster can become an enormous opportunity for both product and the people affected.
After all... If not a dedicated and proudly local brand like Bundy Rum, then who?