People like companies that have a social conscience. So do we.
But Stella Artois‘s Super Bowl commercial reminds us of Jeb Bush’s presidential campaign website: It’s all about how wonderful Stella Artois is for donating $3.13 from the sale of each of 300,000 chalices this year – that’s roughly $1 million – to water.org, which will use the money to help provide clean water in 10 countries. Not about what drinking Stella Artois will do for the viewer.
Will that donation drive sales? Will it lead people to choose Stella Artois over a local craft beer? We don’t know.
What we do know is that, generally, people always ask, “What’s in it for me?” Even if they ask it unconsciously.
Maybe, for some, helping provide clean water is enough of a reward for buying a chalice. But not everyone is moved by a charitable spirit.
Some people, even, might question why, if the Stella Artois team thinks clean water is important, there’s a limit of 300,000 chalices. Why not simply say $3.13 from every chalice sold – 1 million or 10 million, it makes no difference – will be donated to water.org?