VIDEO: A SIREN’S CALL TO WOMEN CONSUMERS

In this blog, I track the best videos and ads related to corporate citizenship. To be selected, these branded pieces must both efficiently promote a product or service, and incorporate a social or environmental issue. In this case, Organic Valley, the food company, openly mocks product advertising that tells women to be perfect. The video laughs at the idea that working women make their bed, do yoga, and journal — all before their early morning meeting. Organic Valley instead tells women who cut corners on being traditionally feminine that they are not alone, making it a cause-marketing message for working women. At the same time, it shows how Organic Valley’s breakfast products can ease stress for those same women.

With over a million voluntary views on Youtube alone, this ad is considered a raving success. It is a must-watch for all branding and responsibility professionals.

Check it out here: https://youtu.be/bh19YxASA-4