Tuesday, October 3
"According to a 2004 survey on cause marketing done by Boston brand-strategy firm Cone, 91% of 1,033 consumers say they have a more positive image of a company or product when it supports a cause and 90% will consider switching to another company if it's aligned with a cause.

Breast cancer in particular has been an increasingly popular cause for marketers to align with. Campbell will donate $250,000, or roughly 3.5 cents per pink can, to the Susan G. Komen Foundation through Kroger in exchange for its doubled order. The potential payoff is big for the company, even after the donation is deducted.

Unilever (partnering with Walgreen's) also links with the cause, doing tie-ins for the American Cancer Society's breast-cancer initiative in May, timed to Mother's Day."

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7:17 PM