Abstract
Ausonia has known how to use cause-related marketing (CRM) in order to promote its products, cooperating with the Spanish Association Against Cancer (AECC) in its commitment to support breast cancer research, among many other causes. Nowadays, the most remarkable marketing campaign of Ausonia is known under its main slogan “1 pack = 1 minute of research”. “If you buy 1 pack of AUSONIA you collaborate in 1 minute of research against breast cancer. Join us. Many packages. That’s a lot of minutes.”
The aim of all these initiatives and campaigns is to show that the help of loved ones is fundamental in the fight against this disease. For this reason, in their public relations strategy, each year they choose Spanish celebrities who have suffered from breast cancer or have had a close family member with it.
Although the company Arbora & Ausonia has an international presence in countries like the USA, Argentina, or Puerto Rico, Spain is the country in which they are most actively succeeding in CRM. They are managing to mobilize and educate society about these causes that are helping and having big repercussions. They are having excellent results both for the campaigns but also for the company.
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Núñez-Barriopedro, E., Blanco González-Tejero, C., Flores-Lario, L. (2021). Cause-Related Marketing (CRM) of Ausonia’s Campaigns. In: Galan-Ladero, M.M., Galera-Casquet, C., Alves, H.M. (eds) Cause-Related Marketing. Classroom Companion: Business. Springer, Cham. https://doi.org/10.1007/978-3-030-65455-9_18
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