Walgreens, Unilever campaign aims to bring clean water to Kenya
Wednesday, August 19, 2015
Washing your hair in Chicago could help bring clean water to rural Kenya.
That's the premise behind a new charitable campaign launched by Walgreens and Unilever that is enlisting customers to buy into the cause with shampoo, deodorant and body wash. For every purchase of TRESemme, Suave and Caress products at Walgreens through Sept. 30, Unilever will donate 6 cents toward a project building a sustainable clean water source in a remote Kenyan village.
Deerfield-based Walgreens Boots Alliance has assembled the Unilever products in prominent displays at each of its 8,200 stores in the U.S. with the banner "One Purchase Gives Five Gallons." It is supporting the in-store promotion with a digital advertising campaign.
The partnership is designed to "make it easier for customers to make a difference," according to Mark Sciortino, vice president of digital and marketing strategy at Walgreens. It may also prove good for business, tapping into growing consumer demand for socially responsible brands.