Quilted Northern Ultra Komen Sponsorship Activation: Georgia-Pacific and Susan G. Komen Breast Cancer Foundation
This multitiered promotion brilliantly leveraged the breast cancer issue to enable a toilet tissue brand to strike an emotional chord with targeted consumers. “Quilts of Inspiration” teamed up with ABC’s “The View” to create and unveil on-air a massive quilt with squares from celebrities and regular folks. “Ultra Care Stations” at more than 100 events let consumers sample Quilted Northern in real time. The program spiked sales and share gains and generated more than $700,000 for Komen.