3M Canada (3M) is a sponsor of the Canadian Breast Cancer Foundation (CBCF or the Foundation) since 2005. In support of the CBCF 3M has produced and “pink” products (products bearing the pink ribbon as post-it notes and pens flag, Nexcare bandages and Scotch-Brite sponges) sold, with a contribution from each sale benefit the CBCF. This case examines the corporate sponsorship relationship, especially as Brand Manager for 3M Post-it brand office products can Furth … Read more »

3M Canada (3M) is a sponsor of the Canadian Breast Cancer Foundation (CBCF or the Foundation) since 2005. In support of the CBCF 3M has produced and “pink” products (products bearing the pink ribbon as post-it notes and pens flag, Nexcare bandages and Scotch-Brite sponges) sold, with a contribution from each sale benefit the CBCF. This case examines the corporate sponsorship relationship, especially as Brand Manager for 3M Post-it brand office products to further enable that. Relationship with the CBCF The brand manager’s marketing campaign for the year 2009 was successful, but they now have the best approach for their 2010 campaign determine
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from
Allison Johnson,
Laurie Dudo
Source: Ivey Publishing
18 pages.
Release Date: 18, March 2011. Prod #: W11047-PDF-ENG
Cause-Related Marketing: 3M as a corporate sponsor of the Canadian Breast Cancer Foundation HBR case solution