2 Brilliant Ways CSR Was Integrated Into The Super Bowl
By Nicole Bryck | February 5th, 2018
I watched the Super bowl for the first time yesterday. Because it was my first time watching, I’m definitely not going to comment on the halftime show, the coaching, Tom Brady’s throws, or any of the calls…because if you’re looking for that, you’re in the wrong place.
The Budweiser ad showed consumers how the company supported relief efforts after the multiple natural disasters that affected the US and surrounding countries this year. The parent company, Anheuser-Busch partnered with American Red Cross and used its brewery in Georgia to put drinking water in cans, instead of beer. Here’s some more incredible news, Anheuser-Busch donated a total of 3 million cans of clean water in 2017 to support disaster relief efforts. Their ad slogan is, ‘Whenever You Need Us, We’ll Stand By You’. It appears that they have been fulfilling this promise. This initiative is spot on and I found the ad incredibly moving!
Other companies have done similar things to support the relief efforts. For example, MillerCoors sent 50,000 cans of drinking water, Coca-Cola Co. and PepsiCo Inc. sent drinking water, milk and financial donations, and Procter and Gamble sent a mobile laundry truck that could be used free of charge.
Stella Artois also did an ad featuring Matt Damon and his non-profit organization, Water.org. Their campaign is called ‘Make Your Super Bowl Party Matter.’ His ad was a call to action asking viewers to buy a Stella Artois chalice; proceeds are going to the clean water initiative. Damon said that if just one percent of viewers bought a glass, Stella and Water.org would be able to give one million people clean water for five years using the money. Since its inception, Stella has given 10 million people access to safe water!
I absolutely love that social responsibility is being promoted in front of such a large audience… 111.3 million people in the US watched the game last night. I’m wondering if we’ll see more companies supporting disaster relief like Budweiser and wondering how many people bought a chalice. If you bought one, let me know!