Ringo Starr and Timberland? Ob-la-di, ob-la-da!
by Chris Reed
It's the Canvas "that cares" which really grates in this mismatched partnership
Outdoor lifestyle brand Timberland announced “Canvas that Cares,” (the name itself is enough to make you nauseous). It’s a new program created to raise funds for non-profit organizations through the auction of custom-designed, limited edition Earthkeepers footwear – Timberland’s most eco-minded collection apprently.
The Beatles’ Ringo Starr is helping to drum up (he he) support for the initiative by lending his original “peace sign” artwork to the inaugural boot collection. Proceeds from the auction, which kicks off December 1 on eBay (www.timberland.com/canvasthatcares), will benefit WaterAid, a non-profit dedicated to improving access to safe water, sanitation and hygiene in the world’s poorest communities.
Target audience? Sad old Beatles fan or young trendy thing who doesnt know who Ringo Starr is? You decide.
It’s an odd brand partnership despite Timberland trying to justify it by saying that “for nearly 40 years, Timberland has followed a mantra of ‘doing well and doing good.’ Beyond his undisputed influence on music Ringo Starr, too, has long been known for his commitment to social justice” . This could of course be said about any rock and pop star from Lady GaGa to Linkin Park and they are a great deal more contemporary than Ringo Starr.
Starr’s original design will appear on 75 pairs of the TimberlandEarthkeepers City 6″ Leather and Fabric Side Zip boot, each of which he signed personally which doesnt say much if you have a look at the designs (who will they appeal to?). This marks the first time in more than three years that Starr has autographed any memorabilia, as he believes that any signature he gives will be auctioned on ebay for selfish gain which of course it will and because he doesn’t get any of it he won’t do it!
“For thirty years, WaterAid has brought clean water to millions of people in the world’s poorest communities,” said Ringo Starr. “This partnership with Timberland will allow others to make a real difference in these people’s lives, and the boots are a reminder I’m with them every step (oh dear) in this journey.”
Peace, love and money.......not much of which is going to WaterAid....
The collaboration aims to raise a minimum of $18,750 for WaterAid, with the starting bid for each boot package set at $250. Yes only $18,750. It strikes me that if the objective here was really about raising money then Timberland and Ringo Starr giving a royalty for every boot and every piece of music sold would be a much more effective way of doing so and raise millions in the process as oppose to a mere $18,750 which is pathetic.
Is this a classic case of two brands working together for their own ends and generating positive PR without any real change taking place for the recipients of WaterAid?
Is it a case of Timberland’s directors just being big Beatles fans? How many of the younger trendier Timberland consumers, which Timberland spend millions on courting, will even know who Ringo Star is? Money. That’s what I want……With a little help from my friends……
Read more: http://chrisreed.brandrepublic.com/2011/11/14/ringo-starr-and-timberland-ob-la-di-ob-la-da/#ixzz1djq4VfEy