When I pair food and wine I start with the food. If I have a beautiful roasted bird I might choose a Cabernet or Pinot Noir or maybe a Syrah depending on the sauce and what is in my cellar.
Brands must have a point of view on that purposeful engagement whether it's directed towards the environment poverty water as a resource or causes such as breast cancer or education. Merely declaring your commitment to a category or cause will not be enough the distinguish your brand sufficiently to see a return on these well-intended efforts.