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.


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.
This entry was posted in cause marketing, general mills, yoplait. Bookmark the permalink.

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s