while some people say just DANCE!...this site says JUST DRINKS

Just Drinks is a site dedicated to the drinks industry. I stumbled on it when checking out an article about Sunkist's latest promo. Sunkist's Take A Stand program was designed to encourage kids to raise money for their community through lemonade stand sales. The best thing about it is this isn't just an IDEA...Sunkist has helped kids raise over $3million for local charities since starting in 2004.

Pros on this promo:

• an interactive site to help kids come up with ideas/recipes to check out for Take a Stand
• info for parents to read up on how to find a local 501(c)(3) charity
• good press for Sunkist

Cons on this promo:

• how exactly can Sunkist keep track of who's selling lemonade under their name
  
• how to know if participants are donating 100% of $$ to their local charities
  

So the thing I'm curious to know is...although Sunkist encourages kids to help out their community (clearly a GOOD thing), how is that engaging the target market of healthy grocery shoppers say between 25-45 since my guess is the kids aren't the ones making the household grocery lists & shopping for those food items...?