In recognition of October as Breast Cancer Awareness Month, RELAX Wines donated $1 to the The Save the Ta-tas® Foundation for every #RELAX4TaTas hashtag shared in social media. Channels included Twitter, Instagram or Pinterest, and every photo that was uploaded to the brand's Facebook page from September through November.
RELAX Wines rounded up the final total and donated $25,000 to the Foundation in November.
"Breast cancer has touched all of our lives," said Chris Klau, president of Schmitt Sohne USA, which imports RELAX Wines. "This was an opportunity to help an organization that is really making a difference in the fight against this terrible disease."
Starting in September, RELAX Pink, the brand's new Spanish Rosé, featured point-of-sale material encouraging consumers to help raise breast cancer awareness and money for The Save the Ta-tas Foundation by sharing the hashtag.
RELAX Wines considered many organizations for the Breast Cancer Awareness Month campaign, but Klau said The Save the Ta-tas Foundation was the perfect fit.
"Save the Ta-tas Foundation's wry blend of humor and hope align well with the RELAX brand lifestyle," Klau said. "We felt RELAX consumers would get behind this organization, and that's exactly what happened. We're so grateful to everyone who helped make the donation possible and raise breast cancer awareness."
About Schmitt Sohne: Schmitt Sohne, Inc. is one of America's leading European wine importers, offering wines in a wide variety of taste profiles, across price-points from value to budget. Brands range from serious and traditional to friendly and fun to suit a wide range of consumer tastes.
For your convenience, CLICK HERE to view a high-res JPEG of the check to The Save the Ta-tas® Foundation.