Campaign: Save Lids to Save Lives
Company: General Mills
Nonprofit Partner: Susan G. Komen for the Cure
Launch Date: September 10, 2012
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.
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!