Walmart Goes Pink with Mills, Purina

Walmart joined the bevy of retailers tapping into Breast Cancer Awareness Month in October by executing digital promotions with General Mills and Nestlé-Purina.The mass merchant teamed with General Mills for an exclusive "Share the Pink" program that pledges $1 to nonprofit Susan G. Komen for the Cure for every consumer who clicks a special pink graphic featured on a dedicated section of the retailer's "In Stores Now" microsite. (See Image at right.)The site promotes Mills' national "Pink Together" program, which promises $2 million to Komen (see "FSI Report: Oct. 3, 2010" in Related Articles), and showcases the pink packaging on 40 of the manufacturer's brands.The section also contains "inspiring videos" from Walmart employees who are breast cancer survivors and links to a schedule of Komen Race for the Cure fundraising events, for which Mills' Yoplait serves as primary sponsor.Elsewhere, Walmart joined with Nestlé-Purina's Cat Chow to offer "a new way to raise money" for Komen through "Cat Nap for a Cause." The program directs consumers to the brand's Facebook page to commit to a 20-minute nap with their cats. Purina will donate $2 (up to $150,000) for every pledge made. The effort earned Cat Chow endcap space in stores.The themed promotion is among the latest running in the "Purina Pet Park," a more permanent section of the "In Stores Now" microsite (which is operated by Triad Digital Media, Tampa, FL). The section currently also contains information about keeping pets safe on Halloween.Walmart's website also provides a variety of other "need to know" information about breast cancer prevention developed by Portland, OR-based shopper marketing agency Aisle7. (See "Walmart Budgets ...")In other in-store activity, Walmart is dedicating endcaps to cause-supporting products from such other manufacturers as Hallmark Cards' Crayola, Clorox Co.'s Brita, ShurTech Brands, Avery Dennison, Bic and American Pad and Paper. (See Images at right.)While numerous retailers tap into Breast Cancer Awareness Month each October, Walmart has largely sat out the proceedings in the past, aside from stocking promotional products and packaging from various packaged goods vendors. (See "Seasonal Store Check: Breast Cancer Awareness 2009.")

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