Cause Marketing encompasses a wide variety of commercial activity that aligns a company or brand with a cause to generate business and societal benefits.


Teavana + Care = The Best Brew

Although not as popular as coffee in the US, tea has been making some serious strides with the American consumer in recent years, and I have no doubt that the traction is due in large part to tea powerhouse, Teavana. The first time I tried Teavana was about six years ago as I was walking through a mall—tired and cold from the frigid 30 degree weather outside—and I smelled the warm, inviting smell of dozens of exotic teas. Once I went in, I was hooked! Teavana is a luxury tea experience for all your senses, and, frankly, what could be better than that? Well, Cause Marketing (CM) of course! And Teavana’s partnership with Care truly gives us the full package!

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Care is a humanitarian organization fighting poverty on a global scale. According to their website, Care “place[s] special focus on working alongside poor women because, equipped with the proper resources, women have the power to help whole families and entire communities escape poverty. Women are at the heart of CARE’s community-based efforts to improve basic education, prevent the spread of disease, increase access to clean water and sanitation, expand economic opportunity and protect natural resources.” In addition to their work with women, Care also provides emergency relief support as needed. Care’s message is “I Am Powerful,” and it is through that message that they help women all over the world truly see their worth and their power. That’s amazing, isn’t it?

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So what can you do to help Care? Well, drink some great tea from Teavana in some truly inspiring travel mugs, bags, and a limited edition Care Tea collection. As an extra bonus, you can check the website or the in-store pamphlets to see exactly how much money will go directly to the women served by Care. I love when companies tell me exactly how much of my purchase goes to help the cause because it demonstrates transparency in the CM exchange. Plus, I love that the Care message is inscribed on both the mug and bag so that no matter where you go they can not only remind you of the good you did for women all over the world, but it also functions as an affirmation for you when you need that little boost throughout the day. “I Am Powerful” is a really great thing to remind yourself of everyday.

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I also really enjoyed the CM fit for this CM campaign. Teas come from all over the world, true, but some of our most unique teas are brewed in Africa, India, and Asia—all areas that are strongly represented in the Care model. I love that the same areas where Teavana procures their teas, they are also giving back to those same communities. It helps us feel that we’re not just taking from the area, but also doing our small part to give something back. What better way to say thank you for amazing tea?

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What are your thoughts on this CM campaign? How good do you think the CM fit is for this partnership? Does it make you want to drink more tea, knowing that Teavana is partnered with Care? How about the CM merchandise, do you like the style and design? Is it functional and useful? Does it make you want to run out and get a bag? It really can’t just be me, can it? What would you change in this CM campaign? Got any fun pictures to share of you getting into some Teavana action?


Cause Calendar
What's My Ribbon?
CM at Non-Profits - In this section, we discuss CM execution for non-profits in their brand building efforts and CM partnerships.
CM at Business - In this section, we focus on CM campaigns taken on by businesses, both large and small, and we discuss the campaigns' details and effectiveness.