Tag Archive 'breast cancer awareness'

Oct 06 2011

Plethora of Pink

Filed under Feature Article

When I first read this I thought WOW.  But my second thought was OMG! Now I’m all for supporting the cause and I do look for specially marked pink packages (but only of its something I’m buying anyway).

When I saw this display I was a bit overwhelmed almost like indoctrination. What happens when we get over saturated with messages? They fail to register at all. That’s a bit how I felt when I saw all this pink (over 40 products) General Mills packaging. So much so it made me think I can’t wait for October to be over.

Will the plethora of pink turn people off? Well at the very least they will become inured to the very reason the products are pink in the 1st place.

Plethora Of Pink

What’s on your pink radar? Let me know if you are annoyed or just in pink overload.

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Rating 4.00 out of 5

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Oct 03 2011

Is Your Packaging In The Pink?

Filed under Feature Article

I’m sure you are aware of the fact that October is National Breast Cancer Awareness month. It’s interesting to see how much awareness the consumer goods companies have taken in this as a marketing ploy since I started writing about cause marketing packages a couple of years ago.

This week, I received no less than five press releases about pink product packaging coinciding with the Susan Komen Race For The Cure and breast cancer awareness month. It ran from cereal to pasta. This is a far cry from the marketers a few years ago. As it turns out, many new companies are jumping on the “cause marketing” bandwagon in conjunction with National Breast Cancer Awareness Month by offering products in pink packages.
Right now breast cancer is the most popular female issue used in “cause” marketing. It is closely identified with marketing to women, the 80+% purchaser and decision maker of all consumer goods categories. So companies are thinking that pink is a win-win with female audiences. Yoplait, as well as Campbells Soup, has been supporting breast cancer for a number of years.

But let’s look at this a little more closely. It is important to recognize the fact that not all women are swayed by supporting a cause in their purchasing decision. It’s more complicated than just slapping a new (pink) label on the package or putting products in pink boxes. You have to connect with her in a meaningful way too. If she is not convinced about the validity of the product, then putting it in a pink package will not sway her either.
I am not sure how much each CPG company is donating to the cause but this presents a great opportunity for “cause marketing” through product packaging. You can capitalize through product packaging on other causes too. In fact, you can create ongoing cause marketing campaigns throughout the year with a little creative license.

A word of caution be sure and consider this.

There are two sides to this issue;

1) Companies that really believe in supporting the cause for which they are endorsing who develop pink products in the case of supporting breast cancer,

AND

2) Companies who are use a cause as a marketing gimmick to sell more product. In this case, many people question the amount of money that is actually donated. Is it insignificant compared to the profits made during a special cause marketing campaign? I think the issue revolves around the words “a portion of the profits” and that varies from company to company.

All of the companies have details on their web sites just how much is actually donated of its not on the packaging. If you don’t like what its says or supports don’t buy it!

But whatever your opinion — whether you are induced to make a purchase or to support a cause — packaging for cause marketing is here to stay. The question is can you make it profitable for your company to support this endeavor. Will your customer, the ultimate decision maker, look at your company in a favorable light or be turned off because they think you are out there to make a quick buck just because it’s a popular initiative at the moment? So think pink or not, be sure and understand how and why pink product packaging might impact the bottom line.

 

Worried about or where your next packaging customer is coming from? I can help. Sign up for my free webinar @ http://bit.ly/oGvLXx

The MFG.com Packaging Marketplace is a game-changer. Don’t you get it? This is how your customers will be finding YOU in the very near future.

Happy Packaging!

 

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Rating 2.00 out of 5

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Oct 29 2010

OMG, Plethora Of Pink

Filed under Feature Article

When I first read this I thought WOW.  But my second thought was OMG! Now I’m all for supporting the cause and I do look for specially marked pink packages (but only of its something I’m buying anyway).

When I saw this display I was a bit overwhelmed almost like indoctrination. What happens when we get over saturated with messages? They fail to register at all. That’s a bit how I felt when I saw all this pink (over 40 products) General Mills packaging. So much so it made me think I can’t wait for October to be over.

Will the plethora of pink turn people off? Well at the very least they will become inured to the very reason the products are pink in the 1st place.

Plethora Of Pink

What’s on your pink radar? Let me know if you are annoyed or just in pink overload.

Post to Twitter Post to Yahoo Buzz Post to Delicious Post to Digg Post to Facebook Post to StumbleUpon

Rating 3.50 out of 5

4 responses so far

Oct 28 2010

Extended Pink Branding

Filed under Feature Article

We have pink packaging and pink brands why not pink cars too!

Mikes Hard Lemonade has taken pink branding to a whole new level. Not only is the packaging sporting a pink ribbon so does the car and the driver too. So think pink through out the brand it’s not just for packaging anymore. What’s else can you learn from pink branding? Read Is Your Packaging In The Pink

Pink Ribbon Branding

Pink Packaging Pink Product

The fight against breast cancer is one that’s very personal to us at Mike’s. Our support of breast cancer research began in 2009 when Jacqueline S., a member of the Mike’s family since our founding, lost a long battle with the disease. We were just about to launch our new seasonal flavor – mike’s hard pink lemonade™ – and employees decided to make mike’s hard pink lemonade™ about more than just a new flavor. We decided to honor Jacqueline by making a $250,000 donation to The Breast Cancer Research Foundation and in 2010, we’re renewing our commitment to breast cancer research with an additional $250,000 donation to BCRF..

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Oct 26 2010

Niche Pink For A Cause

Filed under Feature Article

Its about time for companies to market some male oriented products to women. We all buy wiper blades so what took them so long?    I explain more about the methodology  and reasons for “Going Pink” to support the cause in Can You Profit From Pink Packaging

Here is a good example that makes sense to pink. Co-founder Paula Lombard of WEXCO Industries came up with her idea and wanted to create an automotive product that would benefit breast cancer. This is the result.

Pink Packaging

Don’t forget you still have time to win a Pink Sentry FireSafe @

http://bit.ly/bAGIq2

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Rating 4.00 out of 5

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