P&G's Komen Cause

One of the multi-brand giant’s “best-ever” retail sales promotions

Challenge

Procter & Gamble’s (P&G) challenge for GDC was to use cause marketing to steer customers toward P&G products at H-E-B Grocery stores. In many Texas markets, H-E-B is the primary sponsor of the Susan G. Komen Foundation Race for the Cure®, and P&G partners with the Susan G. Komen Breast Cancer Foundation to target Hispanic women. We needed to bring those alliances together to raise awareness and funds for breast cancer while also driving sales.

Action

GDC created the “Pin Your Hopes on a Cure” promotion by mixing cause marketing, creative and public relations elements within the retail space.

• Crafted promotional strategy, whereby customers could buy a Swavorski pink crystal breast cancer awareness pin for $2 with the purchase of two P&G products, or they could purchase the pin for $10
• Organized localized public relations to donate proceeds to the Komen Foundation in each market
• Pitched and gained earned media in markets across Texas
• Created advertisements for print, online, point-of-sale signage and in-store announcements
• Coordinated distribution of breast health education materials through all H-E-B pharmacies
• Sourced promotional pins at a low-cost to P&G

Result

During the two-week promotion, sales of P&G products increased, with some brands showing an over 60% sales increase. The social awareness angle in the public relations pitch generated more than $40,000 in earned media in the San Antonio area alone. It was the third largest total store sales increase for H-E-B, comparable only to the Thanksgiving holiday. The promotion was nationally recognized within P&G and is considered by the company to be one of the best sales promotions ever for P&G North America.