Cause Marketing

Web 2.0 Cause-Related Marketing Back in February I wrote about Project Pink a cause-related marketing campaign benefiting Susan G. Komen Breast Cancer Foundation from Munchkin, Inc. Now they’ve added a Web 2.0 twist. “Munchkin Inc.,” I wrote makes innovative products for parents, children and pets.” They started their support of Komen because “Serena Gillespie, the wife of the company’s vice president of marketing, was diagnosed with breast cancer in 2005 at tender age of 31. She had two children under age four at the time.” “The privately-held company rallied around Serena and her husband Doug Gillespie. But they went a step further and developed a cause-related marketing campaign with two goals. One goal was to raise money for the cause. But the larger goal was to encourage young mothers to get screened for breast cancer.” Before now, Munchkin’s campaign “made use of pink bath ducks which were available in stores and online for $2.99. They chose ducks for their double-meaning, a remi...