Procter & Gamble is raising funds for breast cancer awareness with a cause marketing campaign, titled “Give Hope,” launching in its brandSaver coupon booklet this weekend.
BrandSaver is P&G’s consumer savings program and the booklet, available both online and in major U.S. newspapers, alerts readers to new products and weekly shopping deals. Brands like Tide, Downy, Bounce and Swiffer are participating in the latest pink ribbon-themed goodwill effort, as part of which P&G will donate two cents for every coupon redeemed to the National Breast Cancer Foundation. (The donation is an “uncapped” amount, meaning P&G is counting on high coupon redemption rates rather than setting aside a specific amount.)
P&G has contributed to the National Breast Cancer Foundation before (last year’s amount was $250,00), but this is the first time it has supported the breast cancer cause via its popular coupon booklet, said beauty care associate marketing director Janet Fletcher. “We know these causes are important to our consumers and this is our way of giving back,” she said.
“Give Hope” is P&G’s third brandSaver cause-related tie-in. The other two were Pampers’ “Give Health” neonatal tetanus prevention program and “Give PUR,” which emphasized the importance of safe drinking water. The move comes as consumers use more coupons to budget weekly shopping and marketers prepare the push for October National Breast Cancer Awareness campaigns.
BrandSaver’s Sept. 27 issue contains more than $103 in savings—P&G’s largest so far. “Help women with every coupon. Give Hope,” the booklet’s cover text reads. Olay, Pantene and other brands frequently featured in brandSaver are participating, but the packaged goods giant has also created limited edition pink packaging for brands like Venus, Swiffer and Downy to promote the cause. P&G’s brandSaver reaches 57 million U.S. households, per the company.
P&G also tapped Dancing With The Stars judge Carrie Ann Inaba as the spokesperson for the campaign. P&G is also leveraging PR, blogs and social media outlets to raise awareness. Brands featured in the Sept. 27 booklet will also run print and traditional media ads to get the word out.
Club retailers like BJ’s Wholesale and Costco, mass merchandise and drug store channels are assisting in the effort with in-store and on-shelf packaging and displays, compared to last year, when mostly food retailers participated, Fletcher said.