US soup giant Campbell has this month changed the design of its iconic red and white cans in support of the National Breast Cancer Awareness Month, an initiative that has resulted in the doubling of its sales to its biggest retailer.
The firm has this month supplied seven million specially designed cans of its two most popular soups - chicken noodle and tomato - to Kroger supermarkets.
This compares to the 3.5 million cans of the two varieties that the firm sold to the retailer in October 2005.
In a marketing move designed to create a positive brand image by aligning with a cause close to many consumers, Campbell said it chose to support this cause as its typical consumers are women, and breast cancer is something they are concerned about.
The newly designed cans feature a pink ribbon, the traditional symbol used to signify support of breast cancer awareness. The suggested retail price remains unchanged, and the special edition cans will be available until supplies run out, which may mean they will be carried over into November.
The firm said it will then donate $250,000 to various cancer initiatives across the country, which works out to 3.5 cents per can.
"Campbell Soup Company is proud to help raise awareness for breast cancer. This is a disease that continues to impact the lives of women and their families across our country, many of whom purchase and enjoy our soups," said Eric Christianson, the company's senior brand manager in a statement.
"As one of America's most recognized brands, the Campbell's brand is honored to do its part to find a cure and provide support to help educate women about early detection, diagnosis and treatment," he added.
National Breast Cancer Awareness Month (NBCAM) has been around for over 20 years, and aims to educate women about early breast cancer detection, diagnosis and treatment.
Other initiatives Campbell has put its weight behind include its "Labels for Education" , a school fundraising program; "Stamp Out Hunger," a one-day effort to combat hunger with the National Association of Letter Carriers; and "Shaping America's Youth," a national nutrition & wellness program dedicated to helping build healthy lifestyles.
Over the past year, Campbell said it has donated more than $2 million worth of food product for disaster relief assistance through America's Second Harvest, including aid for Hurricane Katrina relief efforts.