| I just took a stroll down the aisles at my local | | | | you capitalize of pink product packaging in the |
| warehouse club BJs' this week and was amazed | | | | month of October? Let's step back for a minute |
| by the number of pink packages I saw. Definitely | | | | and ask are you packaging pink because you think |
| a considerable increase over the number of pink | | | | its a gimmick for more sales? What does |
| products in recent years. And a whole new range | | | | supporting breast cancer research mean to you |
| of products too, not just those associated with | | | | and your brand? Is their a way to incorporate and |
| women. | | | | align your branding statement with breast cancer? |
| I know that October is National Breast Cancer | | | | The connection has to make sense if you expect |
| Awareness month but I found myself wondering | | | | your consumer to make the "connection." Are |
| do these marketing campaigns really work? | | | | you spelling out in clear and simple terms how the |
| Packaging a product for a cause or "cause | | | | campaign works? Are you asking your consumer |
| marketing" has been used by CPG companies for | | | | to do too much to make it happen? Lastly are |
| a while. As brand marketers struggle for line | | | | you making it understood how much you will be |
| extensions and market share its logical too look at | | | | donating to the cause if someone purchases your |
| "cause marketing" for additional opportunities. | | | | product? |
| Personally I look good in pink so I'm naturally | | | | With the economic slow down people are really |
| attracted to any product in that color especially if | | | | scrutinizing what they are buying so it better be |
| its clothes for an adult woman (me). We all | | | | clear that you are offering value for their |
| recognize the pink ribbon that has become the | | | | purchase. If supporting a cause is factored into |
| standard associated with Race For The Cure. | | | | the purchasing equation so much the better. |
| Right now breast cancer is the most popular | | | | Consumers may be tempted to purchase your |
| female issue used in "cause" marketing and | | | | product as a less expensive way to make a |
| consequently product packaging. It is closely | | | | charitable donation too in lieu of writing a check to |
| identified with M2W, the 80+% purchaser and | | | | their favorite charity. So make it clear how your |
| decision maker of all consumer goods categories, | | | | incentive works to benefit them. |
| so naturally companies think pink products is a | | | | Whether consumers are induced to make a |
| no-brainer for female audiences. But does pink | | | | purchase of your pink packaged product to |
| packaging really work? | | | | support a cause, packaging for cause marketing is |
| Yoplait started one of the first pink ribbon | | | | here to stay. The question is can you make it |
| campaigns with the purchasing and retuning the | | | | profitable for your company to support this |
| yogurt lids with the pink ribbon on it. I'm sure its | | | | endeavor. Will your customer, the ultimate |
| working for them because the campaign has | | | | decision maker, look at your company in a |
| lasted several years (of course spending major | | | | favorable light or be turned off because they |
| advertising dollars has helped too). One reason its | | | | think you are out there to make a quick buck |
| been so successful is because of its simplicity. It | | | | just because it's a popular initiative at the |
| appeals to the right target demographic, Its a | | | | moment? So think pink packaging or not, be sure |
| popular product and its a simple consumer | | | | and understand how to utilize pink product |
| commitment to wash off a few lids and mail | | | | packaging and why pink product packaging might |
| them in an envelope. | | | | be a profitable move to impact your bottom line. |
| But what if you have an ordinary product? Can | | | | |