Northland Drink to Pink Cause Marketing Campaign

Working together for over ten years, we helped our client launch and manage the Northland Juices Drink to Pink (DTP) campaign creating the iconic program name and messaging, the fundraising strategy, a retail marketing strategy and designed the marketing communications in-store and online. In year one the test market program launched with retailer-specific donation solicitation fundraising programs and two national FSIs.
The Drink To Pink cause campaign and shopper marketing program grew and evolved over the years and we tested different marketing tools and tactics nationally and on an account-specific level. 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 cause platform ran for more than twelve years. Thanks to Northland's consumers and retail partners, the program raised over $850,000 to support BCRF research grants worldwide during Silvestro Marketing's time leading the campaign. Northland exceeded their annual donation goal for eight years and experienced on average triple-digit sales increases versus YAGO (during our tenure) at participating DTP retailers during October Breast Cancer Awareness Month and the Mother's Day time frame.

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