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Tuesday, October 03, 2006

Conscious Consumption: Campbell's Pink Redux

Breast Cancer Awareness Strategy Doubles Sales of Campbell's Soup

•Sold 7 million cans to Kroger for the crucial month of October when it normally sells the chain only 3.5 million cans

•Effort also has gotten Campbell incremental displays outside the soup aisle at Kroger

•"We certainly think there is the possibility of greater sales since our typical soup consumers are women and breast cancer is a cause they're concerned about," Campbell spokesman John Faulkner said.

•Kroger effort is a test of the popularity of the pink soup cans and Mr. Faulkner said he would "love to see the program expanded greatly next year" with other retail partners.

•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.

via Ad Age

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