You all know I love cause marketing - a partnership between a nonprofit and for-profit for mutual profit. But I also love iced tea. So it’s no surprise that I love Tēvolution, a delicious new brand of iced tea from Purpose Beverages, Inc., launching right now in in Washington, DC and Los Angeles.
This is purpose-driven entrepreneurship as Tēvolution was created specifically with causes in mind. But their model is also a great example of cause marketing that uses text messaging – SMS – to direct donations and engage consumers.
The company has initially partnered with four nonprofits and contributes 25 cents from every bottle sold to one of these causes.
Those of you who read my post on SMS last week know that I have a renewed interest in SMS because of its ease of use and widespread adoption. In short, just about everyone knows how to text. But not everyone understands QR codes, location-based services and apps.
And that’s just one of the reasons Tēvolution co-founders Ian Simpson and Gerard Artavia chose to go with SMS.
Here’s how Tēvolution works.
Once you tear off the label, you still have the choice of going online to enter your bottle’s unique code. This is a good idea your first time as you can create a profile for yourself that, among other things, allows you to share your giving with friends on Twitter and Facebook, and track your total contribution.
The Tēvolution guys have even gone the distance there, optimizing the same message for SMS text (160 characters), Facebook (embedded branding), and Twitter (140 characters, @ user names, and great use of Twitter-speak).
Tēvolution chose SMS for what it’s meant for: broad reach. Text is just the messenger. In addition, Tēvolution smartly engages consumers with a variety of messages that are designed to educate them about the causes they’re supporting. It’s a cross-platform approach that really shows what a company can do when thinking outside the box. Their texts include a link to a richer media experience for those with smartphones, in this case a landing page with an embedded video on the cause.
“We wanted to be at the leading edge of cause branding,” explained Ian. “We are transparent about how much we’re giving and how we support our nonprofit partners who make a real impact in communities across the US.”
Regardless of the type of cause marketing your cause or company is using, Tēvolution offers an excellent example of how and why more promotions should include the simple, but ever-present text message.
How is your cause or company using text messaging for cause marketing?
Tēvolution is currently available in our nation’s capital and Los Angeles. You can also order it online at Amazon. Visit their “Info” section on Facebook for locations. Stay tuned for their launch in other cities. I hope Boston is next on their list!
Ian and Gerard have created an awesome business model that others can adopt. He started on the right foot by using his product for good in innovative ways.
One thing that is overlooked is how great Tevolution tea tastes. You can have a great business model, but if your product sucks then it won't sell. Tevolution is refreshing. After one sip you feel like you're swimming in a cool lake. It's like no other bottled drink I've tried.
Tevolution give back model will attract many consumers, but the taste will keep them coming back for more.
Thanks Joe. Thanks Ian and Gerard for developing a great product.
I wish there were more companies like Tevolution!
Joe, I really like this post. This is an excellent example of using several tools well as a digital marketing strategy. It gave me some ideas too. Thanks!
Noland – I agree! I like this post, Joe but you left me hanging with the 'how does it taste?" question!
I appreciate that the non-profits that Tevolution has partnered with thus far focus on issues that are easy for consumers to tap into emotionally – who doesn't want to help a sick child get a teddy bear or another one sleep tight? And who hasn't been affected by cancer in some shape or form! Happy to see the product launched and wish Ian and Gerard tons of luck!
I did say it was delicious! You should try it, Cindy. Very good!
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Joe, I like how you've explained Tevoution's use of technology. I love the tea for its taste and mission and now appreciate even more the journey it takes me on.
What really stands out is Ian and Gerard's commitment to transparency. Well done!
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Joe thanks for highlighting this to me… I have been looking for examples of FMCG companies operating a socially sustainable model and this is a great case study. I actually believe that models like this are the businesses of the future. What do you think?
I agree, but it's a tough business model so many will fail and succeed. Did you see my post on 50back.com?
http://www.selfishgiving.com/tag/50-back
Tevolution is a great example of cause marketing that uses text messaging – SMS – to direct donations and engage consumers.