As you may know (and honestly how could you miss it?) October is National Breast Cancer Awareness Month and for the 20th year the legendary branding includes PINK ribbon items that are sold to raise awareness and educate women on the risks of breast cancer. The symbolic pink ribbon, derived from the red AIDS awareness ribbon, was first given to New York City race participants as a part of the Susan G. Komen Foundation Race for the Cure. Following the initial release, former SELF editor-in-chief, Alexandra Penney, and Evelyn Lauder of Estee Lauder created a ribbon for the cosmetics giant to distribute in stores.
It has literally taken the consumer product segment by storm! Almost every single company gets involved! You can buy pink jump drives and computers and many items at Best Buy, and I was able to buy pink a CHI hair straightener last week after mine died. We even have PINK branded chips in the Ogilvy cafeteria, although the chips are unfortunately not colored.
Ford is traditionally thought of as an “all-American” and “traditional” automotive company. This year, the company has taken extreme strides to market to women and general consumers, rather than those passionate about the automotive industry. How is Ford thinking PINK? Aside from participating in a 17-year national sponsorship of Komen Race for the Cure® and donating over $110 million to the cause, Ford launched the Warriors in Pink campaign in 2006 to reach beyond race day for a 365-day commitment to the cause. Ford and Warriors in Pink sell branded apparel, raising funds for the cause and symbolizing a united front.
The latest efforts are reaching women through the celebrity channel with a tee designed by Jennifer Aniston. Ford is also supporting a original Lifetime documentary, Five, which is constructed of five short films, exploring the impact of breast cancer of people’s lives directed by Jennifer Aniston, Alicia Keys , Demi Moore, Independent Spirit Award winner Patty Jenkins (The Killing) and (Wayne’s World), airing on Monday, October 10, 2011.
With that said, you have so many options, so are you thinking PINK?
*Disclosure: Ford is a client of Ogilvy Public Relations. Visit Fordcares.com for more information.