9 Marketing Lessons From The Pink Ribbon Breast Cancer Campaign
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The Fight Against Breast Cancer 9 Marketing Lessons & A Caution …
ORIGINALLY PUBLISHED ON OCTOBER 9, 2009
Caution: Beware of “Pinkwashing.”
As with any cause marketing campaign, there are going to be skeptical voices. For the pink ribbon, these voices come from Breast Cancer Action, an organization on the lookout for participating companies who make products some argue may cause cancer.
It is a strong reminder that when it comes to cause related marketing, authenticity is still of paramount importance.
Why did I share this?
The level of involvement from companies in the fight against breast cancer is simply amazing. As a marketer, this is a story I simply couldn’t avoid sharing.
Yet this global visibility can add an element of “me too” participation from brands that dilutes the campaign overall and risks alienating audiences.
This presentation highlights key marketing lessons, but also shares a very real caution to marketers that there is no substitute for authenticity.
First published on the Influential Marketing Blog: http://www.trustimg.com/blog
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