For instance, this campaign from Lula Lu and Save the Ta-Tas. When you buy one of Lula Lu’s Kallie Bras, the company will donate 10 percent of the sale to Save the Ta-Tas.
Lula Lu sells lingerie for petite women.
Save the Ta-Tas is a two-part brand. A for-profit entity sells merchandise with its name and logo. Five percent of each purchase and 10 percent of everything they license goes to the Save the Ta-Tas Foundation. The Foundation funnels the money to breast cancer research as advised and matched by the Concern Foundation.
Before ‘Eff’ Cancer came along, Save the Ta-Tas was the most irreverent brand in anti-cancer.
Now, Lula Lu isn’t breaking new ground here. Back in the day, bra brands like Madenform, Playtex, Bali, Warner’s, and the like, frequently did cause marketing efforts, although I haven’t seen one in a while.
You can understand why. Bras and breast cancer go together. No explanation is necessary. Plus, there’s a certain expectation built-into such strictly-feminine products. Much more so than, say, Ford and its longstanding relationship with Susan G. Komen for the Cure.
That said, Save the Ta-Tas is an interesting partner for Lula Lu because the cause is quite non-traditional. Unlike a cause like the Breast Cancer Research Foundation, Save the Ta-Tas is both a for-profit business and a nonprofit cause. Save the Ta-Tas and Lula Lu aren’t direct competitors. But they are indirect competitors. Plus, Lula Lu is putting a lot of trust in the placement of research dollars from the Concern Foundation.
I suspect Lula Lu just wanted to access some of that light-hearted cheek that pervades the Save the Ta-Tas brand.