re: .

Since their Save Lids to Save Lives campaign began in 1998, Yoplait has donated more than $25 million to Komen. In 2010 their annual maximum commitment was raised to $1.6 million.[58] In return, a major sponsor such as Yoplait obtains an exclusive contract; no other yogurt manufacturer (such as Dreyer's, who inquired in 2000) has the opportunity to use the branding.[59] In 2002, credit card operator American Express launched a "Charge for a Cure" campaign which claimed that "in the search for a cure, every dollar counts." The amount donated per qualifying transaction, regardless of purchase amount, was one penny.[60]