More and more science tells us emotion, not rational thought, is the gatekeeper to consumer behavior. the most emtionally engaging experiences are the most effective communications.

YOPLAIT
SAVE LIDS TO SAVE LIVES

download video

CHALLENGE: Yoplait supports Susan G. Komen for the Cure® through its well-known program Save Lids to Save Lives® (SLSL). Since 1998, consumers mail in pink lids every Fall to generate Yoplait's annual $1.5 million donation. Our charge today, as it was in the beginning, is to maximize Yoplait's sponsorship of Komen's Race for the Cure® at retail and at the Races, year-round. We must keep the program fresh and interesting to retailers so they'll renew their participation each year. At Races across the country, we connect with Yoplait's consumers by distributing samples.

INSIGHT: Each year millions of people are touched by breast cancer in one way or another. When it comes to fighting it, many feel helpless but do want to help, they just don't know how.

IDEA: In concert with SLSL, we created the localized and emotionally-charged program Salute to Survivors that gets both the retailer and shoppers involved in a meaningful way. Shoppers who have survived breast cancer are selected from the retailer's microsite where shoppers nominate themselves or a loved one to be featured on Yoplait POS and packaging. Their image and story inspires the community to join in the fight by purchasing Yoplait at participating locations, which in turn generates a donation to their local Komen Affiliate. Retailers, like Kroger, look forward to this special annual program that brings their shoppers and employees together. Now in their ninth year, they've reached the $1 million milestone for local donations! On Race day participating retailers, like Kroger, receive brand exposure at the Yoplait sampling station. We also provide local Komen Affiliates with lid collection bins and posters so that they can leverage their grass roots influence to place the items throughout the community. A simple incentive of $100 Office Depot gift card translated to an average increase of 33% more lids collected over the previous year.

RESULTS: After 10 years, over $22 million has been donated to Komen for the Cure through these collective efforts. Thirty-nine retailers with over 5,500 stores participate. We sample at 121 Races, with more than 650,000 cups handed-out. And sales continue to grow year after year. We even won the Best Long-term Campaign from the prestigious MAA Globe Awards.