Cause Marketing/ Community Programs

PURCHASE, N.Y. — Ahead of the 84th Major League Baseball All-Star Game in New York, Pepsi has announced a national partnership with New York Yankees All-Star second baseman Robinson Cano.

Cano will be officially welcomed as Pepsi's latest brand ambassador in a tribute spot that will run during the MLB All-Star Game Tuesday, July 16, on Fox.

Houston -- Mens Wearhouse estranged founder George Zimmer is noticeably absent from the chain’s latest commercial, which launched in print and broadcast on July 8.

According to a Reuters report, the new ad focuses on the company's National Suit Drive, an annual charity event that donated suits to unemployed men who are looking to get back in the workforce. Zimmer and his signature phrase — "You're going to like the way you look. I guarantee it," — are nowhere to be found.

Toano, Va. – Lumber Liquidators is launching a blog designed to promote the retailer’s “Lay It Forward” philanthropic program. The blog will share inspirational stories of the various charitable organizations Lumber Liquidators supports through Lay It Forward and also allow visitors to make donations.

FRAMINGHAM, Mass. — Staples is taking a page from retailers like Macy’s and turning to social media as it gears up for the back-to-school shopping season as it encourages students to follow Staples on Facebook and Twitter with hashtag #StaplesHasIt.

NEW YORK — Macy’s is getting social, and that’s the place to be when reaching out to potential shoppers who are getting ready to go back to school. 

ATLANTA — Lowe’s has donated $1 million to the Boys & Girls Clubs of America so the organization can refurbish clubs across the country. Lowe's grants of up to $50,000 will fund repairs and renovations at 20 Boys & Girls Clubs, from northern Washington State to South Florida.

MENOMONEE FALLS, Wis. — Kohl’s wants to keep its Wild Theater program at the Milwaukee County Zoo alive and well, so it plans continued support through a $1.5 million donation throughout a three-year period to the Zoological Society of Milwaukee County.

WOONSOCKET, R.I. — CVS and the Boston Red Sox teamed up at Fenway Park to hold a special batting camp for veterans from across New England. The event celebrated the Fourth of July and honored disabled military veterans.

MADISON, Wis. — The Oscar Mayer Wienermobiles, the country’s longest-running mobile marketing campaign, are trying out a different type of mobile space with the brand’s launch of its first-ever Wienermobile Run program.

Oscar Mayer is leveraging social media to engage existing and would-be fans. First, the brand is encouraging people to visit WienermobileRun.com, where they can join their favorite Wienermobile team. Those who do will receive a team bumper sticker while supplies last, and help their team earn points. 

Business and friendship are generally considered incompatible. It’s hard to take the dispassionate, profits-first mindset that traditionally governs business transactions with a person you think of as a friend. However, in this burgeoning age of social media and social commerce, retailers need to make friends with their customers to maximize engagement, loyalty and profits.