In the world of extruded potatoes, it is often difficult to find genuine goodness. Here’s how Pringles is attempting to bridge that gap, as reported by BRANDWEEK’s Elaine Wong:

Beginning this week, consumers can go to Pringles.com to play with its new “Can Creator.” The application allows users to design and print their own creations, which they can then tape onto their Pringles can.

For every can created, parent company Procter & Gamble will donate $1 to the Children’s Miracle Network (up to $20,000). The campaign runs through June.

Up to $20,000? Come on P&G, with $265 million in sales for Pringles alone, surely you can do better than that. Are we really supposed to prefer Pringles given such a modest charitable commitment? While I’m sure the Children’s Miracle Network isn’t complaining, this is the perfect time to step up and make a sincere commitment. I’d propose donating up to $1.0 million and shame the rest of the marketing world into doing good on a grand scale.

Would such a grand commitment be good for Pringle’s sales? You bet. More from the BRANDWEEK article:

The 2008 Cone Cause Evolution Study found that 79% of consumers said they would switch brands (provided price and quality were equal) to the one that is associated with a good cause. Eighty-five percent of respondents said they have a more positive image of a company when it supports a cause that is dear to them. And 38% have purchased a product associated with a cause in the last year.

I’m all for doing well by doing good. Just make sure your commitment is clear and sincere, otherwise there will be no pop in your sales.

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