Post-it drives brand with NASCAR promotion

DSN Retailing Today, August 8, 2005

3M is commemorating the 25th anniversary of the Post-it Note with a series of innovative promotions designed to ensure the Post-it brand maintains leadership in the category it invented.

Two recent examples of how 3M stands out is reaching diverse audiences with cause-related efforts to also drive awareness of the brand and grow consumer sales.

In one example, Post-it has aligned itself with NASCAR and sponsorship of the No. 16 National Guard car driven by Greg Biffle. The yellow Post-it logo appears on the hood of the car at nine races and attendees at those races have the opportunity to write a message on a Post-it note and place it on a large yellow ribbon that will be sent to troops in Iraq. After six of the nine races, 13,000 notes had already been placed on the ribbons.

In addition to its NASCAR affiliation, Post-it later this year will show its support for breast cancer awareness with an integrated program that combines a pricing promotion, educational initiatives, sponsorship of community activities and charitable contributions. During October, 3M will donate 50 cents for each three-pack of specially marked Post-it Notes to the City of Hope Cancer Center.

3M also plans to match donations made to City of Hope by those who participate in an online effort to build a pink ribbon by writing online notes. City of Hope is also conducting nine "Walks for Hope" in cities around the country and at those events 3M also plans to match donations of those who place Post-it Notes on specially built pink ribbon dedication walls.