Friday, October 22, 2010

TOUCHDOWN-BUZZ ABOUT THE HIVE

An uncontestable Touchdown to Toronto agency The Hive for taking home a major honour from the Globes Awards in Washington this week. The Hive’s “Bicycle Factory” promotion, for Cadbury, won “The Best of the Best in the World”—the top prize from the Marketing Agencies Association Worldwide. In our opinion, it was much deserved kudos for a great campaign, which invited Cadbury customers to help needy Africans by entering UPC codes from chocolate bars and other Cadbury products online—each code represented a bicycle part, and when you got 100 the actual bicycle was shipped to a community in need. Since its launch in 2009, more than 8,000 bikes have been built and shipped. A terrific CSR project—well-executed, consistent with Cadbury’s brand and its work to be seen as a responsible corporate citizen in the developing world, from which many of its products come. Plus it does no small amount of good. Congrats.

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