It’s been said that the fight against breast cancer is not a solo act. Behind every survivor is someone that has been touched and called to action by this terrible disease. That’s why PepsiCo and Kroger joined forces to celebrate breast cancer survivors -- and the people who fought beside them.
This fully-integrated marketing and engagement effort included in-store materials featuring cancer survivors and their support person on in-store Kroger displays and custom PepsiCo packaging, social media support and a dedicated website: SharingCourage.com.
In the end, sometimes engagement marketing is bigger than driving sales. It means showing consumers you understand and care about them. And, if you’re lucky? Sometimes you catch lightning in a bottle and accomplish both aims.
