Fairtrade marketing research

Fairtrade have partnered with a number of products to help their marketing campaigns and sell their own products.

Their products range from bananas and chocolate to beauty products and gold, plus many more. As well as selling their own products they distribute their logo onto other existing products and shops that contribute to their cause. Such as Cadbury’s, Waitrose, Ben and Jerry’s, Boots, AMT coffee and many more.

When it comes to advertising, lots of products use Fairtrade similarly to advertise their product.

Cadbury’s for example uses the Fairtrade logo on their chocolate bars; this is the simplest piece of marketing that they use.

Cadbury launched an advertisement in 2012 that explained how they support Fairtrade. It explained how buying Cadbury’s dairy milk would support the Fairtrade cause and how it works exactly; they used this concept similarly to advertise their Cadburys drinking chocolate.

Karma cola co.

Karma cola co. is a fizzy drinks company that, like all fairtrade products, sell their product to help the traders that supply the ingredients for their product. They are a fairtrade product and sell their products in lots of fairtrade supermarkets like Waitrose. As well as their lemonade and ‘gingerella’ drink, Karma cola co’s biggest seller is the karma cola drink. Their karma cola helps the people in Sierra Leone who supply the cola nut by setting up projects for education, food, infrastructure etc.

Advertisements

There are a variety of adverts that Karma Cola use to sell their product. In some I found, they both use the ‘drink no evil’ slogan; they make it clear on their website that all their ingredients are ‘natural and organic’, unlike most of fizzy drinks today. This is one of their main selling points so it’s important to have that stand out on their advertisements.

On another advert they simply use the text ‘organic and fairtrade’ to let their audience get a clearer understanding of their drinks.

On Karma Cola co's website, more than 50% of it is used to show their audience their cause and what this fairtrade system is doing for the people who supply their ingredients. This is they main selling point which is why more time and space is used on this when advertising their drinks. 

Overall, their adverts are simple and minimalistic. As they only have two key selling points, there is no need for tonnes of explanation on their product. As for getting it trending and popular, the slogan 'drink no evil' is a good way to get the public aware of them.