Campbell’s cause-related cans

Ad Age ran a story today about how Campbell's has doubled its soup sales by turning its iconic cans pink to raise awareness for...

Ad Age ran a story today about how Campbell's has doubled its soup sales by turning its iconic cans pink to raise awareness for breast cancer month. The story goes on to say how breast cancer is a popular cause for marketers to align with because it's a good cause and because it helps sales.

Moms and soup - they go well together, so breast cancer awareness is a natural fit. But one has to admire the efforts that the Susan G Komen Foundation and others have brought to the issue of breast cancer, that have transformed the disease that few would publicly talk about, to a platform for marketers and charities alike.

I was speaking to one nonprofit executive who told me that charities are all looking for that idea that turn a cause into a cultural bookmark. Think of those yellow Live Strong bracelets that Lance Armstrong made famous. Charities are constantly challenged to find new ways to connect people with their issues, often with small budgets and staffs to support their efforts.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.