Cause marketing is pretty easy to understand. Until it isn’t. From Alden Keene’s voluminous cause marketing database are two breast cancer campaigns that cut against the grain of expectations. The campaigns in question are both transactional cause marketing, but they aren’t for jewelry or makeup or kitchen goods or clothing , or even pink buckets of KFC chicken , although that one was out there, too. Instead they’re for shooting gear and a non-kitchen knife. From the November 2009 issue of Shooting Times is this short editorial piece on an offering from Champion, which makes eye and ear protection for shooters. In 2009 when you bought special pink ammo pouches, shooting glasses or electronic earmuffs Champion donated a portion of the proceeds to Breast Cancer Network of Strength. Perhaps 20 million women own firearms in the United States. That’s a substantial market, so it’s not surprising that the pink ribbon can be found there. What is surprising to me is that they found a willi...
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