Campaign: Yogurtland and Avon Foundation for Women
Nonprofit Partner: Avon Foundation for Women
Launch Date: October 2011
Self-serve frozen yogurt franchisor Yogurtland launched a new partnership with the Avon Foundation for Women featuring a new pink yogurt flavor during the month of October, limited edition pink sprinkles and pink biodegradable spoons. Yogurtland will make an undisclosed donation to the Avon Foundation for Women and provide information in stores that direct people to the Foundation's online breast health resource guide.
It's difficult to see how this particular campaign will cut through the "pink clutter" that inundates the marketplace in October. The program is not mentioned on the company's website and the press release was issued halfway through Breast Cancer Awareness month. With all the controversy that exists about the "pinking" of October, this campaign's failure to specify the amount of its donation to the Avon Foundation leaves it vulnerable to criticism. Yogurtland would be well-advised to serve up more transparency with its yogurt and sprinkles.