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.

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!

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.

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..

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

In honor of National Breast Cancer Awareness Month, SentrySafe is sharing Pink 1100 Fire Chests with its fans on Twitter and Facebook through the month of October.  For more details, follow @SentrySafe on Twitter and mention packagingdiva sent you. For second chance you can also “like” SentrySafe on Facebook @ http://www.facebook.com/sentrysafe

Non-traditional Pink

Got another pink product you would like to promote? Email me and tell me more.

When everyone is pink who cares?  “Pinkwashing” is getting serious buzz just like “greenwashing”. Too many claims and not enough justification for them.

This particular product however caught me eye: pink contents in a pink package. What a concept! Best of all its good for you. I love this juice even more when it supports a cause I care about.

Pink Packaging With Pink Contents

Odwalla Pink Poetry Fruit Smoothie

Got any other unusual pink packaging examples to share?

They all have a similar messages. Now there is a plethora of products in pink packaging. What used to be relatively unusual has now become commonplace. I doubt that you could go to any retail outlet and not see a single pink package. So much so that people are starting to ignore the very cause it stands for.

So in a sea of pink packaging what’s going to stand out for you?

Milano’s doing its annual breast cancer thing with pink packaging. But you know what would really grab me is pink chocolate.

I have a colleague Dixie Daly who is Tickled Pink. She sends you a pink chocolate candy bar as a Thank You. It got my attention and its really good chocolate. I ate all my samples the same day I got them.

But here is the point not only is the chocolate really good its unusual too.

That’s what going to be a future driver of pink breast cancer packaging success.

More than just pink packaging.

So instead of just pink packaging why not think outside the packaging with something more compelling?

Pepperidge Farm is turning their packaging pink in honor of Breast Cancer Awareness Month.

Pink Packaging

Now in this example you have a pink pizza box supporting breast cancer awareness. I think it’s great especially in the month of October.  But where does this leave all the other zillions of brown pizza boxes? Sure brown pizza packaging is the industry standard. I know I worked in the pizza design and packaging biz for years.

But in this competitive marketing arena someone needs to get a better marketing campaign maximizing the pizza box as a branding and marketing tool.   Would a pink box make you order from this company over other brands?

Pink Pizza Packaging

Weigh in with Facebook on your opinion of this pink pizza box and help support the cause.

http://www.facebook.com/hungryhowies?v=wall#!/album.php?aid=237001&id=122714897490

Got any other unusual pink packaging examples to share?

Now others are taking advantage of the pink wave of popularity. Just one caution: if you are using the pink ribbon to brand be sure your claim is valid and substantiated. It’s not enough to just say the words you have to live them though out the brand. Be sure you have you facts and figures accurate and no hidden surprises such as chemicals in your product that might cause breast cancer or any cancer for that matter.

Pink Breast Cancer Packaging

A new generation branding pink packaging and utilizing Facebook too.

Dannon® Give Hope with Every Cup

Help us donate up to $1.5M to fight Breast Cancer

http://www.facebook.com/lightandfit?v=app_135793743132635

Pink Packaging And Facebook