Marketing for good is a complex notion and need not be the sole domain of “goodie two-shoes”. A few months ago Renegade created a buzz-generating promotion for Panasonic Oxyride Batteries called Neuter Your Bunny. Today BRANDWEEK recognized Panasonic as a Guerrilla Marketer of the Year for this effort. A few weeks ago, the folks at PETA gave Panasonic a “Glitter Box” in recognition of this effort to build awareness of an often overlooked but important cause. What’s amusing here is that BRANDWEEK celebrated the irony and PETA admired the sincerity of the campaign (including the $10,000 donation to the House Rabbit Society and the awareness-building neuterings on Neuter Your Bunny day). So even though this we created this program with our tongues firmly in our cheeks, the net result was still marketing that enlightened, simultaneous building awareness of a high performance battery and a surprisingly important cause.