MediaBuyerPlanner: Campbell Soup Co. has turned its soup cans pink for Kroger stores in honor of Breast Cancer Awareness Month. In doing so, it has doubled the sale of its top varieties to its biggest retail customer, writes AdAge.
According to a survey in 2004 on cause marketing done by Cone, 91 percent of consumers surveyed said they felt more positive about a company or product when it supports a cause.
Campbell Soup Co. will donate $250,000, approximately 3.5 cents per pink can, to the Susan G. Komen Foundation through Kroger in exchange for the doubled order, according to the article.
Vahe Habeshian BIO
10.04.06
