Early this year, Clif Bar took out a one-page ad in the New York Times and did no advertising.
Instead they wrote an open letter to Kind Snacks, imploring them to go organic and even offering to help them in the initiative. Kind Snacks rejected the offer (presumably kindly).
Then Clif ran an ad announcing that though Kind rejected them, 18 other companies (!) took them up on the offer to go 100% organic.
It may have been an idea that came from the marketing team. It may have been an attention-getting, backhanded way of trying to show superiority to a competitor brand. Yes, the waters here are murky. BUT. Even so, it showed a radical commitment to their brand purpose.
And even better, it showcased that they even had a purpose other than to sell more bars.
That’s investing in a brand purpose beyond the bottom line.