I thought this story was just too good to pass up.  According to AdAge.com, Colonel Sanders (KFC) is hitting the streets of Louisville, Ky filling up the cities potholes.  This isn’t mandatory probation work or anything, but in fact KFC is using this goodwill effort as part of their marketing strategy.  So what’s the catch?  After the pothole is filled, a large KFC decal is overlaid onto the pavement. 

KFC uses the latest take on cause-marketing to build brand equity and enhance their reputation.  The toilet paper giant Charmin has also tapped into cause-marketing as a way to build their brand.  Charmin actually developed an application for iPhone and BlackBerry that helps consumers find toilets when the need arises. 

This type of cause-marketing is completely different than what we have seen numerous companies do with the new marketing trend of “Job-loss protection” over the past few months.  Companies like JoS.A.BANK, Hyundai and JetBlue Airways all offer job-loss protection for the consumer, but they still require that you make a purchase first.  JetBlue Airways, for example, is offering a refund if you have to cancel a trip because you were let go.  KFC and Charmin, on the other hand, are giving back to the community to show goodwill and hopefully convert this into increased revenue and brand loyalty. 

More and more corporations are looking to cause-marketing in this economic climate when ad budgets are tight.  The trick is to find your niche and make it extremely relevant to your consumer.