Skip to main content

Cause Marketing from Clinique Benefiting the Breast Cancer Research Foundation

Throughout October 2012, in honor of Breast Cancer Awareness Month, I’ll post on a new breast cancer cause marketing campaign each business day.

First up is Clinique’s Great Skin, Great Cause moisturizing lotion now available wherever Clinique is sold, as well as online.

The lotion is $36 and comes with a pink ribbon key ring and a breast cancer awareness pink ribbon charm. Of the $36, $10 goes to the cause, a generous donation amount from a dedicated sponsor.

Clinique is owned by the Estee Lauder Companies, so the benefiting charity is the Breast Cancer Research Foundation, which was founded by Evelyn Lauder in 1993. Evelyn Lauder was the daughter-in-law of Estee and for many years the public face of the company until her death in 2011. 

Evelyn Lauder, along with Alexandra Penney, then editor of Self magazine, also co-founded and popularized the pink ribbon as a symbol of the fight against breast cancer in 1992.

In the 20 years since, the one place where you are almost guaranteed to find stuff with a pink ribbon is at an Estee Lauder counter.

I’ve argued in the past that breast cancer awareness seems slightly pointless in an age when on ESPN Deportes, the Spanish-language version of the cable giant, a male oncologist shows a male host how to do a breast self-exam on-air. In that environment, it kinda seems like the breast cancer awareness message has gotten out.

But let’s assume, for the sake of argument, that the breast cancer message is ever-new. Wouldn’t it be better if pink ribbon trinkets like key rings and charms actually had some usable information on them? For instance, three ways you can protect yourself against breast cancer:
  1. Get a mammogram
  2. Get a clinical breast exam
  3. Learn how to do a self examination*
Short as that is, it’s still too long for small charm, and probably too didactic anyway.

However, the charm could have a QR code on the back that points to a website that includes actionable advice on breast cancer awareness.

Over the next 30 days we’ll see a lot of pink ribbon merchandise. But I haven’t seen a charm or anything like it that includes a QR code used in this way. Because of the intimacy of the two organizations, Estee Lauder and the Breast Cancer Research Foundation are probably the two organizations to try and make something like this happen.


*All from Susan G. Komen for the Cure

Comments

Popular posts from this blog

The Alden Keene Cause Marketing Stock Index Dramatically Outperforms Other Indices

There are stock indexes galore; the Dow, S&P 500, the NASDAQ Composite, the Wilshire 5000, the FTSE, and hundreds more. But how would an index of the stocks of companies that do a meaningful amount of cause marketing perform compared to those well-known indexes? Pretty well, as it turns out.

I first floated the idea of a stock index that would track companies that do cause marketing back in 2009. I tried to figure out Yahoo Pipes so that I could put the feed right into this blog. But alas sometimes the geek gene does fall pretty far from the tree.

So I talked to programmers to see if I could find someone who could do the same, but it was always more than I was willing to pay.

Finally, last week I hired a MBA student to do it all in a spreadsheet, and what do you know but that over the last 15 years a basket of 25 cause marketing stocks dramatically outperforms the Dow, the S&P 500, the NASDAQ Composite, and the Wilshire 5000.

The index, which I call the Alden Keene Cause Market…

Top Eight Cause-Related Marketing Campaigns of 2007

Yeah, You Read it Right. It's a Top 8 List.

More cause-related marketing campaigns are unveiled every day across the world than I review in a year at the cause-related marketing blog. And, frankly, I don’t see very many campaigns from outside North America. So I won’t pretend that my annual list of the top cause-related marketing campaigns is exhaustive.

But, like any other self-respecting blogger, I won’t let my superficial purview stop me from drawing my own tortured conclusions!

So… cue the drumroll (and the dismissive snickers)… without further ado, here is my list of the eight best cause-related marketing campaigns of 2007.

My list of the worst cause-related marketing campaigns of 2007 follows on Thursday.


Chilis and St. Jude Children’s Research Hospital
I was delighted by the scope of Chilis’ campaign for St. Jude Children’s Research Hospital. As you walked in you saw the servers adorned in black co-branded shirts. Other elements included message points on the Chilis beverage coas…

Cell Phone Fundraising

There you are walking down Lake Shore Drive past the rising Chicago Spire building eating a Chicago Red Hot, when you’re struck by a billboard with a message from, say, MercyCorps, asking for help providing relief to the cyclone-battered people in Myanmar’s Irrawaddy delta. But the sign doesn’t feature a website URL, a toll-free telephone number or even an address to send a check. Instead the sign tells you to text the word ‘Give’ to a number using your cell phone and a $5 donation will be made.

To the Japanese or Europeans that scenario probably sounds not so much futuristic as so 2006.

But it’s new in the United States, made possible by lower fees from the cell phone carriers. If analysts are correct, cell phone fundraising may be a prominent future fundraising channel for charities with a clear mission, strong brand recognition and the ability to effectively get their message to their audience.

What’s the potential upside of this mobile phone fundraising in the United States?

“$100 mil…