Put Shoes Under The Tree For The People of Ethiopia

For cause-related marketing to be an effective brand builder, it helps if the cause is closely tied to the product in some way. For TOMS Shoes it clearly is:

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. This brand fascinates me. I mean the shoes are kind of goofy looking, but I am seeing them more and more on the streets of NYC and something tells me they are on the cusp of breaking out. If they are to break through to the mainstream, the work they’ve put into the energetic core of the Toms Brand is going to ignite a movement. The message is
    cohesive, the social benefit is transparent and the product is unique. Seems to me Toms has the opportunity to create the energized value chain that we look for in breakout companies.
    Have to check back after the holiday’s to see if they got to 30,000.