Brita’s FilterForGood Partners with Jack Johnson
Posted: 8/17/2010 2:55:02 PM by
Carrie Urban Kapraun | with 0 comments
In April, I wrote a blog post about Jack Johnson’s “To The Sea Tour” and I gushed about the fact that 100 percent of the proceeds from that Tour would be given to 150 nonprofit community groups.
I also commented that the Tour did not have a single corporate sponsor. I wrote, “Maybe he deliberately didn’t want to involve sponsors and/or perhaps he struggled to find a partner that could match his commitment to the environment. Maybe he thought sponsor presence would dilute the message, or perhaps his audience is especially suspicious of corporate brands?” I continued, “However, in terms of both donations and promotional support, I think that the Tour could benefit from the right corporate partners.”
I also commented that “It would be especially important for any sponsor to be as committed to the environment in every aspect of their business.”
Brita’s FilterForGood movement, a proprietary cause platform that supports environmental awareness, fit the bill. In July, FilterForGood partnered with Johnson on his “To The Sea Tour” to promote reducing waste from bottled water by providing Brita-filtered water to the band, crew and fans and encouraging concert-goers to make simple environmentally conscious choices. Brita was the first corporate sponsor for any Johnson tour, and I believe, still the only corporate sponsor.
In my opinion, I think that this is sponsorship at its best. The partnership of these two entities seems to exude a sense of harmony, a meeting of the minds, or the creation of synergy with a purpose. The partnership works on many levels.
In a press release, Brita stated that “FilterForGood is an ideal partner, as its mission is to inspire change and awareness by taking small steps to help reduce bottled water waste. This effort echoes the philosophy of Johnson’s social action network, All At Once, which reminds us “an individual action, multiplied by millions, creates global change.” FilterForGood is also a long-term partner of Surfrider Foundation, a charity Johnson has supported for years.”
Since 2007, through the FilterForGood movement, Brita has helped musicians such as Dave Matthews and U2 reduce consumption of bottled water.
From my perspective, it appears that for the most part, the partnership had been beautifully executed and wholly integrated. Johnson has fully participated in the promotion of FilterForGood. Through FilterForGood, consumers can enter to win tickets to Johnson’s concerts. Additionally, Johnson has played pre-show acoustic sets in the Village Green near Brita’s tent (as pictured above) and the partnership is promoted on Jack Johnson’s Facebook and other social media pages (see below). FilterForGood uses social media to promote its support of the music Tour.
I do hope that Brita and the Tour are able to quantify the environmental and financial impact of the partnership at the end of the Tour and include the results in the Tour Greening Report, similar to the report that was done for his 2008 Tour.
Do you agree – is this sponsorship at its best?
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