Fall has a new color and it no longer red, orange, and yellow. The month of October has transformed into the month of pink. Breast Cancer Awareness Month has made an impact on October and has evolved into more than just the familiar pink ribbon. Many companies have now been participating by using cause marketing and incorporating the color pink into their packaging.
Cause marketing involves cooperative efforts of a for profit and a non for profit company for a charitable cause. This gives corporations a chance to get involved in creating awareness and generating support for the cure. Also proceeds from the products using pink go to the Susan G. Komen Foundation. Creative initiatives such as raising awareness via Facebook and Twitter has also surfaced this month.
Pepperidge Farm is donating $0.50 to the Susan G. Komen Foundation for every Milano moment that is shared on the Milano Facebook page.
Campbell’s Soup is donating $250,000 to the foundation which is roughly 3.5 cents per pink can.
M&M sales will also contribute to the Susan G. Komen Foundation.
The pink ribbon is becoming one of our newest most recognized symbols. Breast cancer awareness campaigns are spreading through the country, and products from soups to cement trucks are taking up the message.
Nonprofits, like the ones that support Breast Cancer Awareness, are increasingly using the powerful impact of images to keep the message in front of potential donors minds. And it appears to be working. For a symbol that less than 10 years ago few would have associated with anything except for a little girl’s hair, breast cancer awareness nonprofits have been using branding, including packaging, to get their message out in an extremely positive way.
As more nonprofits realize the power of branding and packaging, maybe our society will use branding to bring the most important message of all.
That of compassion.
(Pictures from http://whipitoutcomedy.com)
Social responsibility is becoming more and more popular, and there is no surprise why. It allows the company to feel good about themselves and donate to the charity of their choice. Not only that, but it is also a great marketing tool. Customers, stockholders, and employees embrace companies that give back to the community.
- Choose a charity that both your company and customers care about.
- Organize a marketing plan to get the word out. There is no need to be shy! Together, your company and your customers are helping others out. If it is widely known, More people may want to help support your company and the cause.
- Keep a record of the success of your campaign. This will help you figure out what strategies do and don’t work for the future.
- Follow up on the campaign. This will let your customers know they made a difference and remind them about your company.
It is so important that the public knows about your campaign and what it is for. One of the best ways to make your customers aware that you are involved with a cause is to display it through your packaging.
Some of the more popular campaigns have a certain color associated with their cause.
- Pink. There are numerous pink products supporting the Susan G. Kolmen for the Cure Foundation.
- Red. The (Product) Red campaign is partnered with many brands, such as Apple, GAP, Starbucks, Windows, American Express, Converse, Dell, Hallmark, and Emporio Armani to support the Aids Foundation. Another common color your packaging can convey a message that will keep your customers coming back.
- Green. Being environmentally-friendly is another huge part of social responsibility. Customers love the new “green” trend and it is important to display it through the packaging.
Social responsibility is both good for the community and your company. Customers love to help a company that is helping others. This allows you to give back, boost sales, and increase brand loyalty. Be sure to display the cause in your packaging so that your customers know what it is all about.