# Sultry Dog Rescue Campaigns Crook & Marker Launch an 'OnlyCans' Campaign to Rescue Pups By Grace Mahas | Published 2021-02-13 | Special Source: Trend Hunter, https://www.trendhunter.com/trends/onlycans References: [onlycans.dog](https://onlycans.dog/) With Valentine's Day nearly upon us, Crook & Marker, the organic hard seltzer brand, is launching a steamy campaign, appropriately named '[OnlyCans](https://www.trendhunter.com/trends/lauren-beers),' that helps [rescue dogs in need](https://www.trendhunter.com/trends/dogust-campaign). In a play on the popular risky content subscription service, the brand paired some "handsome hunks with hard seltzer and hard-to-resist rescue puppies" for this social good campaign. The OnlyCans campaign hopes to match these adorable furry friends with forever homes. “With OnlyCans, we’re putting our own flavorful spin on the subscription-based website that recently set the internet ablaze – while raising much needed funds to help these adorable Muddy Paws Rescue puppies find loving homes,” said Daniel Goodfellow, chief marketing officer for Crook & Marker. “Now more than ever, we wanted to serve a bit of levity and fun into the world by giving people a one-stop destination to quench your thirst, raise some spirits and avoid the doghouse. Now that’s the power of puppy love!” he adds. Plus, fans can help by simply sharing these steamy images from the platform. For every share, Crook & Marker will donate $1 to Muddy Paws Rescue, an NYC-based national animal rescue organization. Image Credit: Crook & Marker ## Trend Insights (Trend Hunter) - Score: 6.4/10 - Popularity: 91% | Activity: 91% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Special](https://www.trendhunter.com/special) > [Holiday](https://www.trendhunter.com/holiday) ## Key Themes ### What Makes This Trend Stand Out - **Social Good Campaigns Using Humor and Pop Culture:** Brands can create buzz and raise funds by incorporating humor and pop culture references into social good campaigns, as seen with Crook & Marker's OnlyCans campaign. - **Subscription-based Fundraising:** Subscription-based models can be adapted to raise funds for non-profit organizations, as demonstrated by Crook & Marker's OnlyCans campaign. - **Online Sharing for a Cause:** Encouraging online sharing for a cause can amplify the impact of social good campaigns, as seen with Crook & Marker's promise to donate for every share of the OnlyCans campaign images. ### Sectors Adopting This - **Alcohol Industry:** Alcohol brands can incorporate social good initiatives as part of their marketing campaigns, as seen with Crook & Marker's OnlyCans campaign. - **Non-profit Organizations:** Non-profit organizations can partner with brands to raise funds through innovative marketing campaigns, such as Crook & Marker's OnlyCans campaign. - **Pet Industry:** The use of pets in marketing campaigns can increase engagement and appeal, as seen with Crook & Marker's OnlyCans campaign which aims to raise funds for Muddy Paws Rescue. ## Related on Trend Hunter - [Pet Shelter-Supporting Beers](https://www.trendhunter.com/trends/petshelter-american-lager.md) - [Multi-Faceted Whiskey Brand Programs](https://www.trendhunter.com/trends/project-tinpup.md) - [Charitable Seltzer Distributions](https://www.trendhunter.com/trends/good-dogg.md) - [Dog-Focused QSR Campaigns](https://www.trendhunter.com/trends/hot-dog-on-a-stick.md) - [Puppy Dating App Giveaways](https://www.trendhunter.com/trends/puppy-dating-app-giveaways.md) - [Beer Can Matchmakers](https://www.trendhunter.com/trends/tallboysonly.md) - [Digital Dog Shelter Campaigns](https://www.trendhunter.com/trends/rare-breed1.md) - [Beer-Branded Dog Brackets](https://www.trendhunter.com/trends/busch-light-bark-bracket.md) - [Heart-Warming Pet Owner Campaigns](https://www.trendhunter.com/trends/cesar-love-like-crazy.md)