Coca-Cola brand Peace Tea launch #ChoosePeace movement with StrawberryFrog
Coca-Cola tea brand Peace Tea is working with ‘cultural movement’ agency StawberryFrog to launch a #ChoosePeace movement aimed at inspiring customers to engage in random acts of kindness to raise money for charity.
The brand’s #ChoosePeace motto is aimed at making the refreshment tea of choice for generation Z and millennials. Working with a group of influencers on Facebook and Instagram, Peace Tea are highlighting or random acts of kindness that go above and beyond the ordinary.
The campaign was partly inspired by a survey, conducted by San Francisco-based Survata, that found 75% of respondents between the ages of 17-to-24 performed a random act of kindness within the last three months. 83% of the recipients of those random acts of kindness were inspired to do likewise for others, according to a statement.
Survata interviewed 4,501 online respondents May 14-23, 2018. Respondents were between the ages of 13 and 24.
“StrawberryFrog only ignites movements for brands. We aren’t an ad agency, we are a private army of movement makers. Peace Tea is a genuine movement and it’s been exciting to be part of it,” said Scott Goodson, CEO of StrawberryFrog.
Peace Tea will donate $1 to RandomActs.org for every like on a Peace Tea post. Sharing a Facebook post and commenting on an Instagram post will trigger a $2 donation. Peace Tea will donate up to $75,000 to RandomActs.org, a charity funding random acts of kindness.
The Choose Peace campaign will officially end when it meets its $75,000 target, or on August 31, whichever comes first.
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