Can 'Indulgences' Do Good?

I don't have my thoughts fully formulated on this, but I'm going to attempt to blog about it anyway. I love the Jones Soda brand, and after hearing Peter speak about all of the socially conscious stuff they do, I love it even more. But it's still soda, right? Even if they're using pure cane sugar, it's what Peter himself called a treat or indulgence. He let's his own child consume only two bottles a week. Their first "TV" commercial (made by a fan) is on YouTube. If you go and watch it, they will give 25 cents (up to $250K) for every stream to an organization called Vitamin Angels. Even though their core soda product isn't healthy (they are rolling out organics, vitamin waters and the first non-caffeinated energy drink!), they are supporting an organization that gives essential vitamins to children in developing nations and poor communities here at home.

I also stumbled upon a press release today from Mazda about how they are supporting a multimedia competition to discover "practical solutions that engage young people in addressing an environmental challenge." The grand prize is a 2008 Mazda3i. Granted, the car gets decent gas mileage, but it's still a car.

I guess I think it's interesting (and challenging) when companies who create products that are essentially indulgences, decide to support causes that are in some ways opposites like soda and vitamins or cars and the environment or Big Macs and fitness. I'm sure there are other examples of this. Don't get me wrong, I'm glad both Jones and Mazda are helping these organizations. I'm just curious to know what you, Ypulse readers, think about this type of corporate social responsibility from a marketing perspective. Is it effective or does it somehow undermine itself?

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