Dannon Company, Inc., has partnered with the National Breast Cancer Foundation on a program called "Cups of Hope" during Breast Cancer Awareness Month. Lids of certain yogurt products have codes, which are entered online at cupsofhope.com. Dannon pledges to donate 10¢ for each code entered up to $1.5 million.
For more than 10 years, other manufacturers have conducted similar programs, but have required consumers to mail in lids or UPCs. I've purchased these products with the intent of sending in the lids/UPCs but, being a busy mom, I've never quite made it to the post office. Dannon has streamlined participation. After opening my yogurt cup, I immediately went online, entered my code and felt good about purchasing a product that made it simple to help a good cause.
It makes me wonder if embracing technology as a means of collection will entice more consumers to participate and, in turn, capture more shoppers in the grocery aisle. Recent research has shown that Moms and Millennials, in particular, are interested in purchasing products that support a cause, and we all know Moms and Millennials embrace technology.
Despite being a "me too" program in terms of cause and amount donated, Dannon Cups of Hope makes consumer participation easier, and will likely make Dannon top-of-mind when yogurt is added to shopping lists.
-Submitted by Amanda Parks
