Week 3 EOC: Making Money for Good

“This was the first time our company was involved in a program like this so we didn’t know what to expect,” said Scott Henderson, president of Living Essentials. “The response was overwhelming. We challenged 5-hour ENERGY® fans to make us write a big check, and they really came through. In October 2012, Pink Lemonade flavor 5-hour ENERGY® was released. Between October 1 and December 31, 2012,five cents of every bottle of Pink Lemonade 5-hour ENERGY® sold was donated to the Avon Foundation for Women Breast Cancer Crusade.The Avon Foundation for Women continues its search for new preventive strategies to address the growing number of breast cancer cases around the globe. To develop new strategies to prevent breast cancer, we need to understand the causes of breast cancer in people, changes in breast cells that give rise to cancer, markers for disease, and how breast cancer progresses (avonfoundation.org)An advertising campaign got the word out across national TV, radio and Internet. Response to the new flavor and its tie-in to a great cause generated such great demand for Pink Lemonade 5-hour ENERGY® that two additional production runs had to be ordered.