The Story

Max Havelaar, the label that was the world’s first Fairtrade Certification Mark, recently released a viral marketing video to help promote fairtrade. I personally find this cool for two reasons. A) I got to hear one of Max Havelaar’s team members lecture about corporate social responsibility during a student conference in Copenhagen (back in 2005 when this was their ad campaign). B) Guerrilla marketing is frequently more impactful than traditional advertising.

You can bet that the video below will prove pretty popular online and will get the Max Havelaar brand into the minds of young shoppers around Europe. My only question is about relevance. This video will definitely reach its intended target audience, but I’m having a little trouble finding its deeper meaning - past just being cool and non-traditional. Perhaps I’m missing the point due to my rusty French. What’s your interpretation?

This entry was posted on Friday, May 16th, 2008 at 8:15 am and is filed under Kick Ass Ideas & Musings, Branding, Other, Experiential Marketing, Touch points, Corporate branding. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.