Cause-related Marketing: 3M as a Corporate Sponsor of the Canadian Breast Cancer Foundation
(9 pages of text)
3M Canada has been a corporate sponsor of the Canadian Breast Cancer Foundation (CBCF) since 2005. In support of the CBCF, 3M Canada has produced and sold pink products (i.e. products that bear the pink ribbon, such as Post-it notes, flag pens, Nexcare bandages and Scotch-Brite sponges), with a contribution of each sale benefiting the CBCF. This case examines this corporate sponsorship relationship, and specifically how 3M Canada’s brand manager for Post-it brand office products can further engage the relationship with the CBCF. The brand manager’s marketing campaign for 2009 was successful; however, she now needs to determine the best approach for her 2010 campaign.
This case provides students with an opportunity to analyze cause-related marketing strategies by exploring how this strategy works in the partnership between 3M Canada and the CBCF. The case also examines the reasons that organizations choose to partner with non-profit organizations and social causes. Students will consider breast cancer awareness, cause-related marketing strategies and risks, and 3M’s corporate strategy. Besides determining the best marketing campaign for 2010, they will assess the success of a campaign that 3M Canada executed as a result of a challenge on a reality TV show.
Canada, Large, 2010
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