In early 2006, during our first meeting with Northland Juices, the marketing team shared that they just entered into a relationship with The Breast Cancer Research Foundation (BCRF). Learning that members of the Silvestro team had previously worked on the Yoplait Save Lids to Save Lives campaign, we were asked to develop a cause related marketing campaign to activate the BCRF partnership.
Working together, we created the iconic program name and messaging, the fundraising strategy, a retail marketing strategy and designed the marketing communications to announce the cause partnership during Mother’s Day. The 2006 test market program launched with retailer-specific donation solicitation fundraising programs and two national FSIs.
Drink To Pink has grown and evolved over the years and during Mother’s Day and October we tested different marketing tools and tactics. Knowing that the breast cancer cause had become a mature issue – meaning many women understood the importance of early detection – we kept the cause messaging fresh and inspiring by sharing the benefits of BCRF-funded research.
We are proud that the Drink To Pink (DTP) cause marketing campaign has been running for more than ten years. Thanks to Northland's consumers and retail partners, the program has raised over $850,000 to support BCRF research grants worldwide. Northland often exceeded their annual donation and experienced on average triple-digit sales increases at participating DTP retailers during the month of October