After five years of asking consumers to collect and send in Yoplait pink foil lids to raise money for Komen, Yoplait sought a way to enhance consumer involvement and elevate its brand awareness in the crowded breast cancer field. Working with Cone Inc., Yoplait created an award celebrating 25 “Yoplait Champions,” ordinary people doing extraordinary things in the fight against breast cancer. The results: 125 million media impressions for the Champions program on top of the usual attention generated by Yoplait’s lids promotion, sponsorship of Race for the Cure and $2 million contribution to Komen. (Cause Marketing)
There is yet to be a "cure", don't you wonder why?
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