For more than fifteen years, Yoplait USA, the popular yogurt brand, has raised both money and awareness for breast cancer. Since 1998, Yoplait USA has supported breast cancer in conjunction with the Susan G. Komen® through cause marketing, which involves commercial activities that aligns a brand with a cause in order to create benefits for both. In this case, cause marketing helps Yoplait promote and market their products to consumers while raising funds to donate to Susan G. Komen®.
This year, according to Susan G. Komen ‘s website, Yoplait’s cause marketing program is entitled “Friends in the Fight.” From October 1, 2014 until November 15, 2014, “Yoplait Original and Greek products will feature pink lids. The lids will carry a code that consumers can redeem, through April 1, 2015, at www.Yoplait.com/friendsinthefight and choose to direct their 10 cents donation to Susan G. Komen.” Past cause marketing campaigns between Susan G. Komen® and Yoplait, such as “Save Lids to Save Lives,” have continued to be similar in effect. This year’s title, “Friends in the Fight,” seeks to to demonstrate that Yoplait and its consumers can come together to make the fight against breast cancer more manageable.
Through this program, Yoplait is encouraging consumers to actively participate in their cause marketing campaign by having them physically go online to donate their lid’s ten cents code. This year’s options include Susan G. Komen, Bright Pink and Living Beyond Breast Cancer, all of which help those who are or have been diagnosed with breast cancer. Yoplait’s cause marketing agreement is to make a minimal $350,000 donation split among the organizations.
Video shows how to donate to one of three breast cancer foundations
By actively engaging consumer participation via cause marketing, Yoplait says on its website that their efforts represent their “brand persona” and exemplified their consumers. Cause marketing is a tactic that can not only be beneficial for both parties, but also positively shape the brand’s image by associating said brand with a cause that affects everyday people, such as breast cancer. Creating a positive brand persona that illustrates a commitment to a cause, Yoplait has continually been a popular brand that consumers love.
-Kaitlyn Russell
IMC Hawks Blog 
I love Yoplait yogurt and their support to raise awareness of Breast Cancer. I think it shows the great values of the company just by slightly changing the look of product to pink lids. By them giving the information of how to donate to Susan G. Komen, it encourages people to contribute in a very easy way. People who might not usually buy Yoplait yogurt, will do so because of the great cause that they are supporting.
I think Yoplait yogurt has done a great job at supporting Breast Cancer awareness, even before it was “popular” to do so. Cause marketing is so smart for companies to utilize because it boosts the company’s morale, profits, and also donates to a worthy cause. Personally, this makes me like Yoplait as a company even more because they are supporting something that almost everyone can relate to.
Megan,
You highlighted the main benefits of cause marketing: benefiting the company by increasing sales; benefiting the cause by raising money and awareness. You make a good point that Yoplait only slightly changes their product by adding a pink lid, which ensures that consumers will continue to have brand recognition in the stores. By donating your lid’s “value,” consumers can also feel as though they’re helping out because its proceeds from their purchase.
Abigail,
It appears that Yoplait has formed a positive image for you and other consumers as a result of supporting such a prominent cause, like breast cancer. This also hones on the fact that cause marketing is not only sucessful for the cause, but for the brand as well. In this case, Yoplait is upholding its positive image and ensuring consumers that they’re a caring company.
Thanks for commenting!
-Kaitlyn Russell
I love that Yoplait is continuing to raise awareness for breast cancer and the Susan G. Komen foundation. I had no idea that they have been doing this for fifteen years though! That’s really incredible! I have always been a fan of Yoplait but seeing them reach out to raise money and awareness year after year only makes me love their company even more.
Thank you for explaining cause marketing. I like the fact that you helped the reader understand how all of this works, why the Yoplait company would do something such as this, and how it helps support both of companies that are involved, Yoplait and Susan G. Komen.
I also really like the fact that you explained how the “Friends in the Fight” Yoplait lid program works as well as attaching that, rather catchy, video to help explain it even further.
I am very proud to be a fan of the Yoplait company, which is helping to support such an amazing foundation and cause.
Tayler,
It’s nice to see that their cause marketing has been effective with how you view the company as a whole! Cause marketing is a widely-used concept that many consumers aren’t aware of, so we’re glad we helped you to understand it better. Thank you for the comment!
-Kaitlyn
I personally no longer buy yo plait yogurt since they donate to Susan g Komen which supports Planned Parenthood. I support breast cancer research that does not contribute to the victimization of women and the destruction of human life. I will buy other brands of yogurt that do not support planned parenthood.