How a Cause Related Marketing Program can drive business and brand forward

Introduction to the three lunches cycle:
The awareness of the environmental challenges and social questions that our economic system is arising becomes a main concern for more and more managers. How to balance greater corporate sustainability and the reality of the business growth? Numbers of companies are changing the path and express their willingness to run business in a way that is compatible with the future of humanity. Some are basing their whole ecosystem on this principle. How can marketing supports these efforts without being perceived as doing « greenwashing »?
During our 3 next lunches, the BMMA will feature 3 speakers of 3 reknowned brands which global model is based on sustainability. They will talk about the successes, the opportunities and the pitfalls that companies choosing this trajectory are facing in their management and marketing efforts.

Introduction to the intervention of the day:
– Archetypal Branding a cornerstone for building the Douwe Egberts brand. Coffee for Everyone as driver to make this Archetype alive.
– Coffee for Everyone Program: How we transformed promotions into emotions as driver for sales & company engagement
– Cause Related Marketing Program: How opportunism & idealism can go hand in hand

Peter Pintens – Marketing Director Belux & Holland, Jacobs Douwe Egberts

+ 20years FMCG experience in international & Belgian roles
UNILEVER: Almost 10 years experience as brand marketeer (Solo, Planta, Effi,…) & Category Marketing Manager (Margarines, Oils, Cheese, ….)
DANONE: Ca. 5years experience, starting as Marketing Manager Danone Waters Belgium (Evian, Badoit, ..) moving towards Paris for a global challenge as Global Marketing Director Evian (Baby Rollers Copy; Limited Edition Bottles; …)
Returned to Belgium for family reasons
JACOBS DOUWE EGBERTS: Since 5 years: Marketing Director Belgium (Douwe Egberts; Senseo; Jacqmotte; L’Or; Pickwick) building stronger brands & winning propositions by applying Archetypal Branding and the ‘How brands grow principles’ from Byron Sharp