EGADE Business School Mexico
From 1997 to 2001, over a period of three to four months every year, Danone Mexico had carried out its “Let’s Build Their Dreams” marketing campaign, with the company donating a share of the price of every yoghurt product sold to civil society organizations (CSOs) focusing on children as their primary target. Since 1997, when the campaign started, Casa de la Amistad (CDA), an institution that provided free medical care to needy cancer-afflicted children, had been the campaign’s leading beneficiary.
This case describes the relationship between both organizations, from its inception and over a five-year period. Their mutual commitment was renewed every year, and the case starts when Danone’s top management was about to decide how the campaign would proceed and whether it should continue to support CDA.