How a group of women are creating a booze brand based on social change
Corporate social responsibility is something most big companies are looking to push to give their brands more meaning. Mumbrella spoke to the women distilling the idea into their new products.
“Our passion for our causes is matched only by our passion for the product,” explains Sparkke’s marketing boss Sarah Barrable-Tishauer.
“We are not trying to be a marketing ploy that just wants people to buy it to feel good or feel like they’re helping.”
Sparkke Change Beverage Co is a booze brand with a difference. Firstly, it’s founded and run by a group of women. Secondly, it’s got corporate social responsibility baked into the very heart of the product.
Marketing strategy in 2016:
1. Take the moral high-ground
2. Hide from criticism behind a magic shield of SJW/feminist cliches
3. Cash in on sympathy
4. All the while complaining about white male privilege.
This is about as genuine a Ghostbusters remake.
Here’s an idea:
If you really want to respect Aboriginals and stop domestic violence, perhaps alcohol isn’t the way to go.
The business is currently led by nine women, all social activists and presumably under 30. Sounds like a diverse and inclusive company.