Family Dollar, Coke Drink Up Donations

Family Dollar and Coca-Cola Co. are activating their joint sponsorship of the Boys & Girls Clubs of America with a yearlong "Make Every Sip Count" fundraiser.The partners have pledged to give the nonprofit 15% of the proceeds from select Coke products purchased in stores throughout 2018, guaranteeing a minimum donation of $500,000 and capping the contribution at $1 million. Power wings and racks promoting the effort in stores depict Boys & Girls Club alumnae Brooke Bennett, an Olympic gold medalist, or retired Women's National Basketball Association player Swin Cash. Coke tapped both athletes to star in promotional videos shared on its YouTube channel. (See below.)Additional marketing support includes radio spots, a flap on the retailer's March 5 circular and a March 31 email blast.In related activity, Family Dollar partnered with Boys & Girls Clubs of America sponsor Mars Inc.'s M&M's to make a $75,000 donation to the organization this month. An April 9 circular feature, and April 18 Facebook and Twitter updates tout the contribution. Family Dollar also used a feature in the digital version of that circular and concurrent Facebook and Twitter updates to solicit online donations in honor of the organization's celebration of National Boys & Girls Club Week from April 9-13.

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