Cause Marketing

Does it feel like cause-related marketing is too sincere, too earnest, too sober? Too many soft piano chords and not enough wailing guitar licks? In the last couple of weeks I’ve come across two cause-related marketing efforts… largely targeted to women… with a decidedly mischievous approach. The first is from an outfit called ta-tas Brand Clothing , which produces T-shirts, other wearables, bumper stickers, and special soap meant to enable early breast cancer detection called ‘boob lube.’ Their signature T-shirt reads: “save the ta-tas,” but they offer a number of other cheeky variations like “caught you looking at my ta-tas.” “A portion of every sale is given to breast cancer research,” through the company’s foundation, The Save the ta-tas Foundation. To date, the website reports, sales of ta-tas merchandise has generated more than $185,000 in donations. The second is more shocking still. The ‘Eff’ Cancer Cross stitch Kit from Subversive Cross Stitch, generates a donation to Susan G...