Attention Shoppers! has discussed cause related marketing several times in the past. That’s because the increase in cause-related campaigns owes much to the internet. And CPG companies are among the most active in the area.
We recently came across another great example of how the internet multiplies the power of what brands can do to help a cause. Together Pink comes to us via a group of General Mills brands: Yoplait, Cheerios, Progresso Soups and Nature Valley. However, the branding is very subtle. In fact, if you’re not looking for it—and few consumers will be—you might miss it.
The individual brand sites, however, also have sections promoting the effort. The experience is hosted on My Space, and it is a celebration, of hope and of fighting and surviving. Women are invited to share their stories of struggle and triumph, and other women are encouraged to offer them flowers of support. There is a lot of content, including blogs and video, and General Mills is driving to the experience with online advertising and on-pack communication.
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