Procter & Gamble last week broke a cause-marketing effort that pairs Folgers coffee with the Statue of Liberty and singer Naomi Judd.
The six-month campaign, dubbed The Future of Lady Liberty is in Your Hands, centers on AromaSeal canisters launched in September (Xtra, Aug. 7). Folgers will donate $1—up to $500,000—for each foil seal consumers mail in. Folgers and the Statue of Liberty-Ellis Island Foundation also collect donations from consumers; all donors who commit $5 or more are entered in a sweeps to win a trip to the Statue’s re-opening ceremony. Porter Novelli, New York City, handles.
Cincinnati-based P&G hopes to raise $5 million to fund security and emergency upgrades at the Statue, which has been closed since Sept. 11, 2001. “As America’s oldest coffee brand, we are calling on all citizens to join us in support of re-opening this historic symbol,” said Brand Manager Jim Hartung in a statement.
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