By Katherine Zoeller Posted October 12, 2011, 11:24 AM EDT
In a bid to draw the attention of women and spread word of its commitment to female health, Yoplait partnered with Betsey Johnson to launch a New York-specific campaign and kicked off the promotion with an event at the fashion designer's SoHo store. Held October 1, the first day of breast cancer awareness month, the gathering opened with an appearance by Johnson, who arrived in a glass-paneled truck with five models. Pink—the signature color of breast cancer awareness and Johnson's designs—filled the vehicle inside and out, present in the exterior wrapping of signage and logos, the flashing lights, and the outfits worn by its occupants.
Inside the store, where rosy hues bedecked the napkins, Champagne flutes, and spoons for yogurt sampling, Johnson announced her involvement in the weeklong program from the General Mills-operated brand, which had female fashion students handing out 50,000 free cups of Yoplait yogurt to women they believed embodied strength and style. The sampling effort, which started October 4 and ends today, targets busy transportation hubs, office-heavy neighborhoods, and shopping areas, including Penn Station, the intersection of Broadway and Fulton streets, and Greeley Square. Promoted on Yoplait's Facebook page, “Yoplait Loves New York Women” is just one of the brand's breast cancer awareness initiatives—this year, Yoplait has pledged to donate 10 cents to Susan G. Komen for the Cure for every pink yogurt lid redeemed by December 31, as much as $2 million.