Does Yoplait truly want to help fight breast cancer? I have my doubts.

Yoplait Yogurt has this program that for every lid sent back from a container of yogurt they will donate 10 cents to breast cancer research up to $1.5 million. Sounds great but why do they not just donate 10 cent for every container sold? Why use the cost of mailing and the added green house gases from sending the lids and the poisons from the papermill that made the envelope to send them in? Is there some sort of ulterior motive such as reusing the lids to save them money a possibility? 10 cents off a container is quite a gross margin hit.

I would bet most people don’t bother. So is the purpose then to gain positive PR while hoping to not have to donate the maximum of $1.5 million they state they will donate? They can then use the ‘lazy consumer’ as the reason that number wasn’t met? I personally think a better bargain could struck with consumers that actually makes sense. If Yoplait really wanted great PR, to truly fight breast cancer, and to reduce environmental impact, wouldn’t a special code that when entered online to the charity directly with Yoplait matching all donations up to $1.5 million be much better and more lucrative for the charity?

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About chiefalien

Howie Goldfarb with 20 years of Sales and Marketing experience founded Blue Star Strategic Marketing in central Vermont to serve as the objective and strategic adviser of brands to help them grow and thrive. His Degree in Finance and 14 years of B2B sales to Fortune 500 companies gives him a CFO’s view of marketing. Thus bringing a dose of reality to the confusing world of jargon, spin, and hype. Also playfully known as the Chief Alien of Blue Star Strategic, Howie relishes his role as an industry outsider. A native New Yorker and former Angelino, he currently lives in the Green Mountains of Vermont and is still seeking his first moose sighting. His passions are living life, art, music, the outdoors, he tries to cook and loves the Vermont Fresh Network – local sustainability initiatives like farm to table and buying local.
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One Response to Does Yoplait truly want to help fight breast cancer? I have my doubts.

  1. Anonymous says:

    You can bet someone would complain about that, too. I saw on their website they have donated over $20,000,000 to the cause so far. How dare they get a little good PR out of it.

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