October is National Breast Cancer Awareness Month and many brands are participating in a number of marketing campaigns tied to the cause.
For example, General Mills has turned its packaging pink on products including Cheerios cereal, Nature Valley Granola Bars, Progresso Soup, Hamburger Helper Dinner Mixes, Green Giant Frozen Vegetables, Pillsbury Crescent and Sweet Rolls and Refrigerated Cookie Dough, Cascadian Farm Granola Bars, Total Cereal and Betty Crocker Cookie Mixes, Warm Delights Desserts and Potatoes.
The company launched an online community to bring people together who are impacted by breast cancer with a MySpace page.
On the site at PinkTogether.com, visitors see a virtual pink ribbon mosaic, which contains stories of people touched by breast cancer. With a roll of a mouse, people can read about others breast cancer-related stories or upload their own with photos.
And for each story shared on the site, General Mills will donate $1 to Susan G. Komen for the Cure up to $100,000 through Oct. 31.
General Mills is teaming with TV personality Ellen DeGeneres for Pink for the Cure, its breast cancer awareness campaign. It will also donate $2 million to Susan G. Komen for the Cure.
Breast Cancer Awareness month marks its 22nd year this month.
Another company ACH Food Cos. has launched a yearlong partnership with Susan G. Komen for the Cure.
Like General Mills, the firm has added pink packaging to a host of brands, including Spice Islands spices, Fleischmann’s Yeast, Karo Light Corn Syrup, Mazola Cooking Oils and Sprays and Argo and Kingsford’s Corn Starch. The special packaging will be available through the holiday season.
In addition, ACH Food Cos. will donate 25 cents to Komen for the Cure for each proof of purchase submitted from participating brands through Oct. 31 to BakeForTheCure.com. And every time visitors post recipes or share one with a friend on the site, the company will contribute 10 cents. The firm will donate a minimum of $250,000, it said.
The promotion is designed to help fund the Komen promise to save lives and end breast cancer, the company said.
A branded Bake for The Cure FSI drops this month. In-store promotions in select markets, online marketing and prints ads will support the promotion, which run through December.
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