The Save Lids to Save Lives campaign, which was created by General Mills in support of the fight against breast cancer, is a great example of cause-related marketing. Although this campaign has existed for 14-years, last fall was the first time the campaign expanded to include more than 20 brands, not just Yoplait.
This public relations activity not only allows General Mills to support a great cause, but also involves its customers in a simple yet charitable way. Giving customers the opportunity to dedicate their lids to someone in their lives, allows them to get emotionally involved. With one in eight women in the United States being diagnosed with breast cancer, this cause is something that many people can relate to. This is one of the reasons why I believe it has been so successful. Having a marketing campaign surrounding a topic people can identify with increases the amount of publicity and buzz that is created.
Not only does this expansion of the campaign increase the level of consumers’ perception of the company’s corporate social responsibility, but it also earns additional customer loyalty. If I had the choice of deciding whether to purchase a box of regular no-name brand of cheerios, or a box that could help save a life, like a lot of other people, I would want to save a life.
Chelsea Broderick, 05994009, Comm335-1, Public Relations, Cause-Related Marketing, Campaign