The Co-operative have recently launched their group image campaign entitled ‘Good for everyone’. This slogan ties up the individual business units within the group that share the same sense of being good with money, food etc.

The new ad for the group communicates how The Co-op has taken an ethical stance as the foundation of its business since the beginning and that this humanitarian vision has not changed. The message is that sharing the benefits of the business is good for society. The movie below is a ‘behind the scenes’  look at the making of the new ad with commentary from the marketing heads at The Co-op.

The ad narrative communicates how The Co-op is a good corporate citizen and a positive role model for other businesses. The brand message, an egalitarian-focused narrative, also comes out in the end and helps tie everything together, stating “When the benefits are passed around, it’s good for everyone”.

Actively promoting how good a role model your company is, is a rather rare position for any company to be able to take. The Co-op has a unique opportunity to exploit the current climate in order to reinforce the relevance of taking ethical decisions in business and how ethical decisions will point us to a better future.

The use of Bob Dylan’s ‘Blowin’ in the Wind’ underlines the activist idea that The Co-op is about changing things for the better. The combination of founding a brand based on society’s needs, following through with policies that stay true to these principles and then creating an experience that reinforces them, has made The Co-op a Civil Branding ‘hero’ in our index. Other ‘heroes’ include Boots, Dove and M&S.