FUZE, the water flavored with juices and milk and fortified with vitamins and minerals, is an existing sponsor of Susan G. Komen for the Cure and several of its flavors carry Komen’s trademarked version of the pink ribbon and generate $0.10 for every bottle purchased. But to give the campaign a little extra punch, several in my grocer’s refrigerated beverage case recently included the coupon hangtag you see below. There are a number of tactical advantages of this approach to FUZE, the retailer, and Komen: The coupon encourages additional purchases. It can be executed faster than a label change could. It can be placed on the flavors, like this one, that don’t normally carry the Komen pink ribbon. It makes the ribbon more visible than the beribboned bottle alone. The back side of this coupon is blank. It’s a pity that FUZE didn’t turn over that space to Komen for breast cancer information, website links, or inspiring stories about survivors and supporters that FUZE calls Heroes For Hope...
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