Intern Sweatshop: 'Pink' is the new black...for advertisers

Ever since October became National Breast Cancer Awareness Month in 1985, pink ribbons and pink merchandise have taken over this festive fall month. It’s normal to see pink yogurt tops and pink ribbons on water bottles. Even the NFL ran a campaign this month called “A Crucial Catch” to support breast cancer screening. Games featured players, coaches and referees sporting pink gloves, hats and cleats. (We appreciate the sentiment Steelers, but mustard yellow so clashes with carnation.)

This year, however, the “pink” campaigns promoted by alcoholic beverage companies like Mike’s Hard Lemonade and Chambord, have stirred up some controversy (pun intended).

Chambord has started a campaign called “Pink Your Drink,” saying that by adding Chambord to your favorite cocktails you are supporting the breast cancer cause. Chambord has contributed a total of $50,000 to the Breast Cancer Network of Strength, and is donating $15,000 this month.

Mike’s, who has once again released their seasonal Hard Pink Lemonade, has been contributing to the Breast Cancer Research Foundation for years and donated more than $500,000 over the past two. Also, Jacqueline S., a member of their team since they were founded, passed away from breast cancer. So not only, are they donating money to a good cause, they are donating to a cause that means something to them as a company.

But breast cancer survivors are angry these companies are using these “pink” campaigns to market their alcohol products. Studies have shown even moderate consumption of alcohol heightens your risk of developing cancer, especially in women. So advocates of cancer research aren’t exactly pleased with companies selling something that can contribute to cancer risks.

Breast Cancer Action, a non-profit group, calls this “pink-washing”--when a company raises money for a cause, while also marketing a product that negatively impacts the cause.

And this isn’t the first time a company has been accused of pink-washing.

For 13 years, BMW has partnered with the Susan G. Komen Foundation. They donate 80% of the retail sale price to Komen for every item purchased from the BMW Pink Ribbon Collection of apparel and lifestyle merchandise. But the Breast Cancer Action group took issue with this, because the exhaust given off by cars contributes to cancer risks. Also, makeup companies like L’Oreal were forced to change the ingredients in some of their products, because the makeup contained harmful toxic chemicals linked to cancer.

Interestingly enough, Coca-Cola is a current sponsor of the Breast Cancer Foundation, and there have been studies questioning whether or not the sweetening agent in Diet Coke, aspartame, contributes to cancer. But I’ve found little evidence of cancer survivors calling for boycotts of their soft drinks.

Now Breast Cancer Action is only one group, but the issue really becomes one of: Do breast cancer survivors, families of victims, and those fighting for breast cancer awareness want what they may see as "blood money" from these particular corporations? And that's a really tough question.

Now one must consider that breast cancer awareness has has been spreading like wild fire for years, and while I am all for the pink explosion of awareness that takes place in October, at this point in time, you have to admit people are pretty aware. The task of promoting awareness has been done amazingly. And now it's more research and and more funding to support that research that what will find the answers and possible cures. And that's the end goal, right? A cure.

Of course we should never stop raising awareness, but should we call out these companies for doing the right thing, even though we think their product might be wrong? Again, that's a difficult question. I realize I'm not going to convince someone if they've already made up their mind on this subject, but the way I see it, the money raised from marketing these very specific products, which is then donated directly to research foundations, is money that may actually help find out more about breast cancer. Wearing a pink shirt and raising awareness shouldn't stop, but Mike's is showing a commitment to helping find a cure. Why would we want to stop them?

Mike’s Hard Lemonade gets an A+ in my book for smart marketing, because they have shown that as a company they support a good cause not just for the sales benefits. In fact, they note on their website that the money has already been donated. So whether you buy Mike's or not doesn't change how much the give. In all honesty, if someone is in a liquor store, they already made the decision to buy alcohol. Mike's is simply showing people that Mike's support this cause, and if a customer decides that aligns with his or her personal philosophies, then that costumer might want to support Mike's too.

Also, Mike's offers their Pink Lemonade as a seasonal drink, unlike Chambord who uses their campaign year round. While I think it’s nice that Chambord is recognizing the cause, I'm not sure they're doing it the right way. One, they haven't donated nearly the amount Mikes' has, but I'm okay with that because any donation is a good donation. But two, it's seems more of a campaign for convenience, because, well...Chambord happens to be pink. So to me, this campaign looks like it's more for recognition than for just supporting a good cause.

Mike’s Hard Lemonade has raised a lot of money and can continue to raise contributions if they don’t get shunned by people who don't look deeper into the issue. Breast Cancer organizations make a valid point that they don’t want to look like they are partnered with companies selling products that are actually hurting the cause, but these companies seem to genuinely care about the cause and are willing to contribute a lot of money to support and fund research.

Yes, cause marketing can be about exploitation and selling stuff, but in this case, it may someday save lives. Organizations should follow the example of Mike's Hard Lemonade and the Breast Cancer Research Foundation to show how companies and organizations with seemingly opposed ideologies can work together and do something. In the case of breast cancer, it’s important to remember what we are all fighting for: a cure.

--Lisa Lucantoni, Boobie-Saving Creative Department Intern

Once again, the interns are coming up with their own clever nicknames. Just wanted to make sure everyone knew that.

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Intern Sweatshop: Boobvertising!?!

We just want to say that our intern came up with this topic all on her own, after doing extensive research, and had no prompting from any of us. Although we did discuss the title with her at length. All kidding aside, she does delve into an issue close to her heart, while drawing attention to an interesting campaign being run right here in our own backyard. Enjoy.


So that’s the trick to capturing this audience’s attention. Now things are starting to make sense. When exactly does objectification of the female body cross the line of morally acceptable and ethical advertising?

I have found busty ads that I consider controversial and one that takes a completely new and unique approach to advertising focused on “the girls.”

Does the slogan “Life’s Short. Get a Divorce” ring a bell? This billboard, featuring a scantily clad duo in provocative positioning, created quite a stir a few years ago. The ad was conceptualized by Chicago divorce attorney, Corri Fetman.

Fetman created so much buzz with the racy advertisements that she was forced to take them down. She then resorted to plastering the images on box-trucks to be driven around Chi-town. Fetman also claimed to have been the busty woman in the ads; it was no surprise she was later approached to pose in Playboy Magazine. Shockingly, she accepted the offer.

Another advertisement, for a procedure some consider inappropriate and many consider a great contributor to the objectification of women, is this one centered on breast implants.

It is not the content of the billboard that is the problem here, and sure, the imagery used is, well…a little risqué. But the real issue here is that this billboard was placed directly outside of a military base in Morongo Valley, Ca—a base populated mostly by males. Yeah.

I suppose it is assumed that while soldiers are leaving the base headed home, this advertisement would motivate them to purchase their girls at home a lovely set of…well…girls. I can’t wait to welcome back my soldier with a loving hug, a warm, home-cooked meal and my new efforts at becoming a Pam Anderson look-a-like, DDD’s and all. “Welcome home, honey. Thanks for the gift.”

The sheer concept of targeting this billboard towards men, positioned in a place where mostly men would see it, seems to be what I like to call the “bissue” – the big issue. Alright advertisers, let’s think this one through. How do you suspect a man would propose the idea of implants to his girl? “Oh honey, I saw this ad today for a boob job on my way home from work and immediately thought of you.” SLAP! Now ladies, if you want to enhance your bustline, go right ahead. I am all for it. But if your man is the one making the suggestion, well, your fist hurts even more when holding a roll of quarters.

On the flip side of all of this, I found an ad campaign that is entirely focused on women’s breasts but is done in a tasteful and professional manner. It purposefully causes some excitement, but that’s only temporary until one learns who is behind this campaign.

I was driving through Baltimore city when I noticed a sign similar to the one above. I was completely shocked. So, I went home and googled the tagline. Bingo, I responded in exactly the way viewers were supposed to. I succumbed to this example of effective advertising. And here is what I learned.

This new campaign is implemented by the Maryland Affiliate of Susan G. Komen for the Cure. Signage like the one above has been placed all around Maryland trying to rally support. The organization has also released other forms of advertisements to get the word out.

According to a press release from the organization’s Development Director, Lenore Koors, the campaign is “based on the premise of ‘telling your story’ and the physical and emotional connection to local breast cancer survivors and co-survivors.” These pro-bono marketing services were provided by PUNCH of Sykesville, Md., says Koors, as an attempt to let the “Thousands of Maryland breast cancer survivors know they are not alone in their fight and to offer them the opportunity to tell their stories – firsthand accounts of their struggles with this disease, their treatments and their successes.”

This concept was to include ten local survivors who were chosen based on their stories submitted to the organization’s website. These women provide real life case studies to be used in the campaign. They were also photographed and filmed for PSA and webstory materials. Koors adds that these women are the “Faces of this campaign, and the faces of hope.”

The organization also has a facebook page where other women can share their own empowering stories and submit pictures of themselves, yes indeed, supporting their own local breasts for a chance to win some fun Komen prizes.

http://www.facebook.com/komenMD

Check out some of the ads seen around town:

I personally like this campaign and the organization’s approach to capturing attention. With these innovative headlines and strategically centered images, Komen Maryland is driving the point home that breast cancer support is the most important thing to beating this horrible disease.

But I have to wonder, is this campaign acceptable to me simply because of the nature of the organization and because this is a good cause? Or is this a creative, tasteful and well thought out spin on what so many beer companies and car magazines having been doing for decades? After all, in advertising there is such a thing as too much boob. But as far as this campaign goes, those girls at Komen have this girl’s support.

-Amanda Gazi, Creative Department Intern

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Branding Me Softly

So I bought a pink can of Campbell’s cream of mushroom soup the other day. See, the can is pink because—like companies all over the country—Campbell’s has seen the potential for good karma by colorizing its products to promote breast cancer awareness and research. And, as some marketers have shown, the revenues from going pink aren’t bad either.

I admit it. I’m a slave to packaging, and The Pink is a prime example, though my reasons for buying aren’t always what marketers might’ve had in mind. For example, that Campbell’s Soup can is more than a symbol of my support for the cause—it’s my rebuttal for every time I’ve been called a lout, a misogynist, or an uncaring pig—which, for reasons I can’t figure out, happens with alarming frequency. Now I can whip out my pink Campbell’s can and say, “What? I didn’t hear you. I was too busy preparing my cream of mushroom soup—and supporting cancer awareness.”

Apparently I’m not the only one with questionable motives. A recent AP article casts some doubt on the reasoning behind some companies’ decision to go Pink. It suggests that some companies may be shortchanging the worthy causes they co-op with when it comes time to cut a donation check. Regardless, it’s obvious that cross-marketing for a cause has become pretty chic.

I am, however, going to call marketers out on one point. I can’t help but notice that most “pink-tinting” is reserved for products that have traditionally been purchased by women, like the Dyson vacuum. Last time I checked, most women were pretty aware of the fight against breast cancer. Furthermore, I’d say many even go as far as to contribute, donate, and participate in events that support the cause. In effect, they’re preaching to choir. Maybe the AP article’s skepticism has some merit. Maybe companies aren’t trying hard enough.

You want real exposure? Appeal to your untapped market: oblivious males. The time has come to make a meaningful connection with this demo. Get them on board. I invite companies every where to challenge the traditional awareness initiatives, with a fresh philosophy that reaches out to the guys, too. With the potential to boost breast cancer awareness by nearly 100%, it just makes sense to rethink and rebrand all things macho, all things rugged, all things mega-manly. Just do it softly:

I see a new age in cause-marketing on the horizon; a movement towards Neo-Think Pinkery, if you will.

Oh, yes, we will. We all will.

M.M. McDermott, Senior Copywriter

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