Mott’s Gets Its Pink On
With Breast Cancer Awareness month coming up soon, Mott's got a head start this summer with a well-thought-out campaign to raise awareness. They chose a theme to prove they are “Pink to the Core.” In support of the Susan G. Komen Race for the Cure, the brand launched the limited-edition Mott's Plus Apple Sauce, available through October.
In addition to pledging $300,000 to the organization, Mott's also became the national sponsor of the 2009 Race for the Cure Series, the world's largest series of 5K runs and walks that raise funds for and awareness about breast cancer and breast health. The race is run in more than 120 cities in five countries.
At the events, Mott's is handing out branded black cloth tote bags, free product samples and a flyer with a coupon for $1 off a six-pack of applesauce. There is also an apple tree activity where attendees can fill out an apple cutout and hang it on the tree, thus pledging to be pink to the core.
“Race participants who participate in the apple activity at the Mott's booth, and who make a promise to care for their breast health, receive a 'Pink to the Core' tote bag, according to spokesperson Christine Price. “These cloth bags are an ongoing reminder of the promise they've made to care for their breast health, and engage in healthy habits, such as buying health foods. Coupons are also given to incent purchase of Mott's applesauce.”
Susan G. Komen Race for The Cure, launched in 1982, has raised more than $1.3 billion to fight breast cancer.
Awareness campaigns can be a very effective way for any business to connect its name and brand with a worthy cause. It doesn't have to be a national cause. Many times a local one can be even more valuable. The co-branding effort can be a win-win for everyone. Chances are you can easily find suitable products to promote your campaign by searching on our web site, like we did here by simply typing “breast cancer” in the search box. Then your audience can get its pink on too!
Concert Venue Grabs Media Attention
The Cynthia Woods Mitchell Pavilion needed to increase event media coverage and ticket sales. Traditional print and radio advertising had proven to be very expensive in past seasons. They knew that publicity could make a real difference.
Four events to be held at the pavilion were scheduled for the new season. Finding new ways to entice the press to write feature stories and calendar listings was always a challenge. Theme imprinted items, capturing the spirit of each event, were hand-delivered along with press releases to media representatives at their respective offices. A seven-hole flag base carrying the six flags of Texas and a custom made center flag announced the “Six Flags Over Texas Musical Festival,” while a mug filled with pretzels along with an imprinted felt Alpine hat invited recipients to enjoy the upcoming “German Celebration.” Promoting Charlie Chaplin’s silent film comedy, “City Lights”, was a package that included a film reel canister filled with microwave popcorn and candy, an imprinted top hat and the event program in a film-themed frame. Last, but not least, the “Children’s Festival” got off to a flying start when recipients opened a large box with an imprinted kite packaged in colorful shredded paper.
Increased media coverage generated a 48% increase in ticket sales for all four events. Promotional products matched with publicity made a perfect combination.