Yoplait Save Lids To Save Lives 10th Anniversary Concert

Yoplait Save Lids to Save Lives celebrated its 10^th anniversary in 2008. To commemorate this milestone and generate national and local brand awareness, Yoplait and Cone planned and executed a 10^th anniversary concert featuring breast cancer survivor Sheryl Crow. The concert was hosted on October 10, 2008 in Los Angeles at the landmark Wiltern Theater, and admission cost only 10 pink Yoplait lids. In addition, Yoplait arranged for sampling of its product at Wal-Mart stores and coordinated with Susan G. Komen Foundation representatives and Yoplait Champions (breast cancer survivors) to get their message out to more consumers.

Cone helped create a “moment in time” event with a sold out concert featuring Sheryl Crow to celebrate the 10^th anniversary of the SLSL campaign. Media outreach was also conducted to reach Latino media and consumers and to reach consumers via traditional and online media. The campaign maintained a steady news stream highlighting SLSL in national and local outlets.

Media outreach and event communications resulted in:

• Reached nearly 224MM people
• More than 25MM Hispanic impressions
• More than 2.5MM social media impressions
• 9 national broadcast segments
• “Sold out” concert
• Secured more than 2,100 attendees
• 300 VIPs; 10 high-profile celebrities