Commentary

Think Pink

Get ready for a sea of pink next month. October marks National Breast Cancer Awareness month  that time of year when a slew of marketers, from Levi's to Sutter Home, remind women about mammograms and proudly slap the symbolic pink ribbon on their wares.

Likewise for General Mills' Yoplait brand. For several years Yoplait has asked consumers to return its pink-ribbon foil yogurt tops for a 10-cent donation to the Susan G. Komen Breast Cancer Foundation.

This year the October issue of Self magazine features entries for the 2007 Yoplait Champions, breast cancer survivors who've become involved in goodwill efforts. The winners will appear in the April 2007 issue. A breast cancer handbook, part of the October issue, will be distributed to a million consumer, hospital, and patient organizations.

Yoplait will get added exposure with an in-book mention in two separate Self sections, a custom Web page on Self.com, and an e-mail blast to online subscribers.
Next story loading loading..