Campaign: Save Lids to Save Lives
Company: General Mills
Nonprofit Partner: Susan G. Komen for the Cure
Launch Date: September 10, 2012
Campaign Description:
This year, for the first time, the iconic Yoplait ‘Save Lids to Save Lives‘ campaign will feature more General Mills’ brands. Starting in September, more than 20 General Mills’ brands will carry pink lids that can be submitted via mail or electronically to unlock a 10 cent donation to Susan G. Komen for the Cure®, up to $2,500,000. The company has already donated $500,000, and will donate up to an additional $2,000,000 based on lids submitted and other consumer actions.
Our Take:
The Yoplait brand has enjoyed the cause marketing halo effect over its fourteen year history of partnering with Komen and has donated significantly to the cause – over $50 million. Now it appears that General Mills will try to capitalize on this halo effect by extending this beloved campaign to a variety of other brands. In the highly pinkified month of October, will a slew of General Mills brands adorned with pink add to the clutter or earn additional customer loyalty? What do you think? Will these brands sink or swim? Weigh in below!
I think it is a great idea because their products are very popular and moreover good quality. It also will help the company to get more loyal customers as chosing between regualr yogurt or yogurt that can help save a life, I would chose the that saves a life:)
Thanks for weighing in, Volha! It appears many consumers agree with your perspective. 🙂
Thank you.I hope so, too. Now I started to realize the importance of donation since I have some volunteer work at Feeding South Florida. Sometimes I complain about my life but watching the poor, I am the happiest person in the world.:)
I think that this company will sink because in the busy environment when people don’t have to mail their bill payments, etc., people won’t mail lids to donate something, not sure if it is true or not.
This has been a successful program to date, Juan. It will be interesting to see if it continues to be with extended brands.
I would have to agree with Volha. I also believe it is a great idea. Not only are the brands of great quality, but at the same time they will have consumers wanting to purchase their products based on a great cause. Cancer is something that hits home in many households today. I personally would take that extra step to become closer to finding a cure.