Marketing 101 states that a brand needs to connect with the consumer.
This can happen on many levels.
In the 50s and 60s the ugly VW Beetle was made acceptable by advertising that was honest and used self-deprecating humour to highlight its benefits.
One of the longest running campaigns of all time, Dulux, employs the lovability of an Old English Sheep Dog.
Not so lovable but just as effective is Sam Kekovich for Aussie Lamb, now into his eighth year.
The one thing they have in common is this ability to find a place in the consumer’s heart.
Apparently the same format is employed by the WWF (World Wildlife Fund).
A recent SBS documentary, ‘Conservation’s Dirty Secrets’ has revealed the marketing strategy of the WWF is all about promoting an emotional connection with certain animals. These are known as ‘charismatic mega fauna’.
Animals such as lions, tigers, apes, Polar bears and of course the WWF’s trademark, Giant Panda.
Oceans cover 71% of the world’s surface, yet just 1% is protected. Apart from whales and turtles very little is mentioned about the conservation of marine life, yet many ocean species are also in grave danger of extinction. Not to mention the thousands of cold-blooded, land based creatures that are also under threat.
The truth is they are just not cuddly enough.
I wonder what the impact on donations would be if the WWF logo looked like this?