Work

The nation’s second-largest coffeehouse, Caribou Coffee, takes breast cancer research as seriously as it does its premium coffee and tea. Every year, the company uses October, Breast Cancer Awareness Month, to sell Amy’s Blend in stores, online and on grocery shelves to benefit Susan G. Komen for the Cure. With help from Exponent PR, Caribou Coffee has raised hundreds of thousands of dollars for research, promoting the blend through social media community management, extensive consumer and trade media relations, interactive Web features, in-store promotions and special events. In Fall 2010, Exponent and Caribou invited customers to honor someone in their lives touched by breast cancer by dedicating a tulip in stores or online. In the spring, more than 60,000 of those tribute tulips were blooming during “Amy’s Gardens” events, one at the Mall of America in Minneapolis and one at the Shedd Aquarium in Chicago. Photo: Craig Lassig/AP Images for Caribou Coffee