In October 2018, Cape Cod Potato Chips relaunched its Pink Himalayan Salt & Red Wine Vinegar flavor in support of Breast Cancer Awareness month, with a portion of proceeds donated to The Dana Farber Cancer Institute. Cape Cod wanted to ensure widespread awareness of the campaign featuring its iconic bag, turned pink for the occasion, to generate sales and maximize its donation.
Execute an earned media plan to maximize coverage and sales of Pink Himalayan Salt & Red Wine Vinegar Potato Chips, and raise awareness of Cape Cod’s charitable efforts.
- Leverage the expected annual media blitz around Breast Cancer Awareness Month as the launch platform for the reintroduction of Pink Himalayan Potato Chips.
- Saturate consumer and trade television, radio and print with news about the return of the limited-edition fan-favorite flavor via aggressive earned media outreach.
- Achieve real-time (October) mass awareness among the brand’s female target consumers by aggressively targeting high-profile brand sampling opportunities.