Buy a specially-marked bottle of Bayer HealthCare’s venerable brand One A Day multivitamin between September 16 and November 30 and you can redeem a code on the packaging or the store receipt at CaféPress.com and for $10 you get a semi-customized T-shirt with $1 from the sale of each T-shirt going to the Breast Cancer Research Foundation , up to a maximum donation of $10,000. How do I know this? It's certainly not in the headline or subhead of the FSI to the left. Instead that run-on thought of a cause-marketing effort is spelled out right there on the very bottom of the FSI in reversed out 2-point type. Sharp-eyed mice everywhere will be able to read it. It’s also on One A Day’s microsite, whatmatterstoyou.com . Where to start with this mess of a cause marketing campaign? Certainly multi-stage efforts like this have been a part of cause marketing almost since the beginning. But this one is complicated enough to be almost silly. The FSI ad above literally can’t explain it all wi...
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