3M Canada (3M) has been a corporate sponsor of the Canadian Breast Cancer Foundation (CBCF or the Foundation) since 2005. In support of the CBCF, 3M has produced and sold "pink products" (i.e., products that bear the pink ribbon, such as Post-it Notes, Flag pens, Nexcare bandages and Scotch-Brite sponges), with a contribution of each sale benefiting the CBCF.This case examines the corporate sponsorship relationship , and specifically how 3M's brand manager for Post-it brand office products can further activate the relationship with CBCF. The brand manager's marketing campaign for 2009 was successful; however, she now needs to determine the best approach for her 2010 campaign.
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