| As it turns out many new companies are jumping | | | | Research Foundation. |
| on the "cause marketing" bandwagon in | | | | Look at this extended group of product offerings |
| conjunction with National Breast Cancer | | | | from The Republic of Tea => |
| Awareness Month. | | | | I'm not sure how much they are donating but |
| Right now breast cancer is the most popular | | | | what a great range of "cause marketing" |
| cause used at market because it is October and it | | | | packaging. You can capitalize through product |
| can be closely identified with marketing to women. | | | | packaging on other causes too. In fact you can |
| (80% purchaser and decision maker.) | | | | create ongoing cause marketing campaigns |
| So companies are thinking it's a win-win to both | | | | throughout the year with a little creative license. |
| audiences. Yoplait has been supporting breast | | | | But be sure and consider this: There are two |
| cancer for a number of years. It is important to | | | | sides to this issue: companies that really believe in |
| recognize the fact that not all women are | | | | supporting the cause for which they are endorsing |
| swayed by supporting a cause in their purchasing | | | | and developing pink products AND companies that |
| decision. It's more complicated than just slapping a | | | | are just using a cause as a marketing gimmick to |
| new (pink) label on the package. | | | | sell more product. Many people question the |
| A recent example of campaigns that are working | | | | amount of money that is actually donated. Is it |
| include: Campbell Soup which made some | | | | insignificant compared to the profits made during |
| tremendous profits with their changed design of | | | | a special cause marketing campaign? I think the |
| their red and white cans to pink with ribbons in | | | | issue revolves around the words "a portion of the |
| support of the National Breast Cancer Awareness | | | | profits" and that varies from company to |
| Month, an initiative that has resulted in the doubling | | | | company. |
| of its sales to its biggest retailer. | | | | But whatever your opinion -- whether you are |
| There are lots of "limited" edition products being | | | | induced to make a purchase or to support a |
| introduced in hope that you will be swayed into | | | | cause -- packaging for cause marketing is here to |
| purchasing them in support of a good cause. In | | | | stay. The question is can you make it profitable |
| fact the proliferation of "pink" products since last | | | | for your company to support this endeavor. Will |
| year is quite amazing. Even NASCAR is getting in | | | | your customer, the ultimate decision maker, look |
| on the action. Well, VIVA® Towels debuted a | | | | at your company in a favorable light or be turned |
| pink race car in the NASCAR Busch Series as | | | | off because they think you are out there to |
| part of partnership with the Breast Cancer | | | | make a quick buck? |