Three Years of Giving H2OPE at Walgreens
Unilever partnered with Walgreens for the third straight year for a cause campaign that benefits Toronto-based social enterprise/for-profit Me to We and promises clean water for families in need.
Dubbed "Give H2OPE to Others," the collaborative effort pledged eight cents (billed as five gallons of water) to Me to We for each purchase of a Tresemme, St. Ives, Degree, Caress or Suave product at Walgreens or Duane Reade from Oct. 1 through Nov. 4. The purchase of two eligible products in the same transaction triggered a donation of 16 cents (15 gallons). The total donation will not exceed $175,000, according to promotional materials.
The partners promoted the campaign with a flurry of Walgreens Facebook updates throughout October as well as an Oct. 1 FSI drop and a feature in the retailer's October coupon book.
Each of those touchpoints directed consumers to a "We Impact Lives" landing page on walgreens.com that lets them enter the on-pack code from eligible products to receive detailed information about their donation.
Store visits by Institute editors didn't reveal in-store support as in years past.
The program won a 2017 Shopper Marketing Effie Award.