Tuesday, March 9, 2010

General Mills Susan B Komen Cause Marketing Refrain

Cause Marketing is a hot topic in marketing circles these days. There is a great blog by Scott Henderson that specifically covers Cause Marketing and I think it is worth reading:


I wrote about the Yoplait Program last year and how I felt it had some serious flaws that made it seem to be disingenuous. The premise was Yoplait will donate some money to the Susan B Komen Foundation for every pink lid the purchasers sent back to Yoplait.

At the time I wrote General Mills (no response btw), and brought up that are they trying to get positive publicity, without having to pony up their full commitment. What if consumers bought Yoplait and didn't mail back the lids. Will General Mills blame the consumer for a failed charity drive? I mean cut the fat check and brag about it, but don't leave the opening for possibly getting off the hook.

My other thoughts were the wasted resources for this program. Envelopes and Stamps derived from trees. The greenhouse gases from the transport to mail the lids. And you need to pay people to receive and process the lids. Money that could just be given to the foundation. None of this made sense.

Sure enough today we found the envelope with the 17 lids and low and behold program is over. You may ask why we failed to send the lids back? Because who is going to send them back 2-3 lids at a time wasting even more resources? So you put them in an envelope tuck that away and eventually forget you have them. Our household likes Yoplait but normally buys a variety based on the store sales just like everyone else. And the lid campaign was not in the fore front enough to think about the charity work.

No comments:

Post a Comment