October 3, 2008
Pink Power Across Retail
By Tom Ryan
With
the arrival of Breast Cancer Awareness Month this October, consumers already
can find everything from jewelry to sporting goods to kitchen appliances in
shades of pink. Ever since Evelyn Lauder, matriarch of Estée Lauder Cos., established
the Pink Breast Cancer Awareness Ribbon in 1993, millions have been raised
at retail promoting breast cancer awareness and research initiatives.
In many cases, either a portion of proceeds from sales is going to cancer research organizations or outright donations are being made.
Among the retail initiatives for 2008, Bloomingdales has launched special-edition merchandise (pink tote, pink bracelet, pink umbrella), an electronic gift card, custom publications and special events. For the second year, the “Little Pink Book” featuring over 60 pages of inspiring stories from well-known cancer survivors and advocates is being distributed. Bloomies also hired cartoonist and cancer survivor, Marisa Acocella Marchetto, to create four “Super-heroines fighting cancer survivors” as the face of the “The Pinktastic Posse” campaign
At mass retail, Target Corp. in early September began showcasing a collection of pink-edition home appliances from national brands. These include vacuums from Dyson, Brita water pitchers, a KitchenAid Ultra Power mixer, Bialetti cookware, a Taylor USA food scale and a MetroKane corkscrew. (KitchenAid also came out with a white Stand Mixer with a pink trim band for those who don’t want pink.) Target’s stores merchandise the items on pink-pack endcaps, supported by headers that proclaim, “Shop Pink and Do More!”
In-Store Marketer noted that manufacturers are rolling out pink-edition items either as year-round staples or during other promotional periods, such as Mother’s Day. In 2008, pink-edition SKUs arrived from Kimberly-Clark, Hershey Jelly Belly, Bicycle Cards, Energizer and Masterlock, among others, with some items spotted as early as June. During summer 2008, Walmart showcased pink-edition Parker pens, communicating the manufacturer’s pledge to donate $345,000 to fight breast cancer with City of Hope.
Discussion Question: Are retailers and brands “doing the right thing” to support breast cancer awareness and research or somewhat overdoing it at this point? Should women’s brands make it a priority to support breast cancer awareness and research? What should drive a brand’s decision process around where to put their cause marketing efforts and dollars?
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Is this a great cause – you betcha! Will anyone actually buy the pink cookware at Target – let us hope not, or at least let’s hope they don’t serve us dinner on the pink dishes with the pink silverware.
Breast Cancer Awareness is a great cause, but I think it is losing its presence due to the sea of pink all year long. It seems like it’s breast cancer awareness month all year.
Rather than pink appliances, I would rather see a video, TV/web ad, sign or sticker that says a portion of every sale will go to fight breast cancer. Them it’s more about the cause and responsibility and less about marketing and merchandising finding another way to sell product.
Well said, Janpor. And Anne. Having all the pink stuff in my face is getting irritating. I hate wearing badges and don’t feel that I have to advertise if/when I have selected a cause to support. My choice of charities is my own and private; I do not have to advertise it. Nor should the companies that may or may not be donating large sums vs. using a genuine cause as a way to sell more products and make themselves look generous and caring.
For me, it has become too much and therefore, has lost its power and importance. But that’s just the world as I see it. Since the cause is worthy the question becomes if other consumers are immune to the emotional pull. If there is a spike, keep spiking. Doing good should only be measured by a barometer of whether you are actually doing good. On the flip side, if you’re seeing people grow complacent to this cause please beware of sending the message that the cause is irrelevant vs. the marketing. And yes, there are countless other killers out there who need champions. Send some love their way.
Dare I say that all of this pink power is starting to seem a bit gratuitous, especially when heart disease and lung cancer are bigger threats to women’s health. Retailers and brands, in their never-ending quest to grab women’s attention, are playing on women’s fears of breast cancer rather than on women’s health realities to some degree. Not sure if most are participating out of their own fear of looking insensitive or if they truly think that their shade of pink will somehow manage to stand out.
All pink all the time has become trite overkill. I have heard gobs of people say they are starting to feel manipulated to buy visible “awareness” products (not just for breast cancer) and resent it. Many, as others have mentioned here, prefer to anonymously and quietly donate by contributing their time and cash to the cause in a way that they know reaches its intended “target” need–and get a tax deduction as well. I don’t blame retailers for trying to get both revenue and PR, but over time they have seriously miscalculated and overreached on this one.
From 2003 until 2005 I worked extensively with the Susan G. Komen Breast Cancer Foundation to bring to the market a line of “Pink Ribbon” toothbrushes. We raised some impressive amounts of revenue for the Susan G. Komen organization and for retailers, and for our brand, so it was a win-win-win-win, with the consumers getting a great line of toothbrushes while also helping an amazing organization fight breast cancer. At the time, we were one of the CPG pioneers for an HBC type of product.
I do hope that the pink ribbon marketing phenomenon has not become so extensive and wide spread that it might eventually burn itself out. This CPG concept is a tremendous way to raise funding for excellent causes.
I was just in a discussion this morning with a client about loyalty strategy going forward and the opportunity to integrate cause-related aspects. Whether it’s Pink Ribbon (which sets the standard even if there are latecomers and posers) or eco-related causes or whatever else a company or brand wants to associated with, there are two fundamental considerations:
1. Is it relevant to customers? Can they relate, will the engage and ultimately, will it increase the relationship between the brand and the customer, translating into incremental sales?
2. Is it a tactic or a strategy? It must be genuine and sustainable in terms of the company and brand’s commitment. Consistency is key. Look at Caribou Coffee and their initiatives, which include a special blend of coffee–Amy’s Blend–that have been underway for over ten years!
I’m hearing varying results on this. One is that women are supporting this and its a great way to get money for cancer research. On the other hand, chicken soup with pink labels is not selling and people don’t want to be reminded of negative thoughts about cancer while shopping. These items are ending up in the dollar stores for disposal because demand was over-estimated. Everyone wants to do the right thing but businesses need to decide first if it makes good business sense. That criteria will vary. Then there is always the skepticism on where the money is going. To cancer research or to the promoters?
As a man I wonder why there is not the same enthusiasm for prostate cancer research?
As a consumer, I want to know which manufacturers are involved with the breast cancer cause as a commitment beyond the one month merchandising opportunity. For example, KitchenAid has been supportive and involved for perhaps 10 years, so I am comfortable with my collection of pink products from them because I know they are deeply involved.
As a marketer, the concept is right and does play to the values consumers are using as filters today, but it is beginning to become “a sea of pink” and I think that dilutes the power of the effort over time.
Again, as a consumer, I’d like to know more about how many “real dollars” are going to the cause at the end of October from every manufacturer, to help me set some personal guidelines to make my choices of which brands I might support on an ongoing basis.
I feel that the majority of American supermarket shoppers have indeed embraced the “pink ribbon” revolution. General Mills and Great A&P banner supermarkets are working together to benefit the Susan G. Komen for the Cure in helping to stop breast cancer. When customers purchase General Mills’ pink ribbon products at A&P, Waldbaum’s, Superfresh, Pathmark and The Food Emporium between October 3 and October 9, Great A&P will donate to the Susan G. Komen for the Cure $1 for every five qualifying purchases of General Mills products, up to $50,000.
I think that this is an outstanding effort to support breast cancer research as well as raise public awareness.