What is considered a good cause for cause-related marketing?

Many organizations used cause-related marketing to improve its profitability, reputation or to become more recognizable. I think it is important to recognize an impactful cause-related marketing campaign, Yoplait Save Lids to Save Lives, because while this campaign makes a positive difference in people’s lives while promoting business for Yoplait. The Yoplait Save Lids to Save Lives campaign has been active for 15 years and started when an employee lost a family member to cancer (Our Story, 2013). The purpose of the General Mills campaign, Yoplait’s parent company, is to raise money for “the breast cancer cause—one lid at a time” (Pledge your part, 2013). General Mills has partnered with Susan G. Komen, a foundation to support the cure for breast cancer, to help support millions of women and families fighting the disease. With each Yoplait lid sent in, donations are made to help fund education, treatment and research initiatives. (Our Story, 2013).

This is an attractive cause-related marketing example because breast cancer touches the lives of millions of people. Since the cause is a sensitive subject and affects a large number of individuals, this attracts people to want to help. Save Lids to Save Lives is particularly inviting because it is a straightforward donation process by simply saving lids from yogurt containers. While consumers initially paid for the product, it is a more attractive method of donating part of a product versus a monetary donation. Additionally, the campaign is transparent about where the donations will go and this is reassuring for people who want to help. Over the years, General Mills has added numerous products to the campaign in addition to just saving lids from Yoplait. Many popular cereal, cooking and juice products have participated in the campaign by donating 10 cents from each product code to Susan G. Komen (Ways To Help, 2013). Yoplait further simplifies the donation process by allowing consumers to redeem codes or lids online rather than sending them through mail.

The website is also another reason why this particular campaign is attractive to consumers. It is very interactive and allows user to engage in events, say how they help fight breast cancer such as “pledge your part” and find other ways to help the cause (Pledge your part, 2013). Also, Yoplait has a prominent partner, Guiliana Rancic, a television personality,  who shares her personal struggle with breast cancer. Through a simplified donation process, an interactive website, popular brand participation and a relatable spokesperson, Yoplait Save Lids to Save Lives is an excellent example of cause-related marketing. General Mills’ actions create an attractive campaign while still improving the company’s profitability, reputation and recognizability.

To view the Yoplait Save Lids to Save Lives website please follow the link: https://savelidstosavelives.com/desktop/

References:

Our Story. (2013). Yoplait Save Lids to Save Lives. Retrieved January 31, 2013, from https://savelidstosavelives.com/desktop/.

Pledge your part. (2013). Yoplait Save Lids to Save Lives. Retrieved January 31, 2013, from https://savelidstosavelives.com/desktop/.

Ways To Help. (2013). Yoplait Save Lids to Save Lives. Retrieved January 31, 2013, from https://savelidstosavelives.com/desktop/.