Pro-Social Branding Represented in a Creative Campaign for Crosley Radio

Abstract

Brands essentially have identities. These identities have typically marketed themselves as heroes by involving themselves in sustainable advertising. Recently, a new strategy has surfaced, pro-social advertising. Pro-social brands, as they have been titled, take a more politically disruptive and, at times, inspirational approach to the way they market themselves. Rather than donating to a cause (sustainable/ hero advertising), brands are entering controversial conversations. These conversations push for consumer involvement and portray the brand identity as having a human spirit. I have applied the idea of pro-social branding to a hypothetical campaign for Crosley Radios, a company that sells primarily tum tables. Crosley will involve themselves in the conversation ofracial equality. Specifically, Crosley will be promoting the fight for equality of all races and will market this conversation through their products, turntables and vinyl records. The creative execution can be seen in an accompanying material, a fifty-page brand book and a creative pitch.