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Mott’s is Pink to the Core: Breast Cancer Awareness Promotions

Mott's Pink to the Core Breast Cancer Awareness Campaign for Susan G. Komen Race for the Cure“Pink to the Core” – In June Mott’s launched a limited-edition applesauce in support of Susan G. Komen for the Cure. Available through National Breast Cancer Awareness month, which is October.

The limited-edition sauce is packaged in pink, includes the Susan G. Komen logo, and is available in special grocery store displays. Mott’s is a major sponsor for the 2009 Susan G. Komen Race for the Cure and has donated $300,000. The Race for the Cure series is held in over 120 cities and it’s 5k run/walk events raise significant funds and increase awareness for breast cancer.

The company created an apple orchard display booth for the events where race participants received applesauce samples, promotional giveaways and coupons. Visitors to the booth were also encouraged to share why they consider themselves “Pink to the Core” by writing their reason on an apple-shaped pledge paper. Mott’s handed out “Pink to the Core” eco-friendly reusable shopping tote bags.

“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,” says Christine Price, client services supervisor at PowerPact, which helped create the promotion. “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 healthy foods. Coupons are also given to incent purchase of Mott’s applesauce.”

While promoting awareness, raising funds, and showing support for breast cancer, Mott’s increased brand awareness and product placement through promotion.

Become a supporter by going pink through breast cancer awareness items. Show that your company cares with customized gifts.

Source:
Successful Promotions, “Mott’s Gets its Pink On”, Vol. 42
Marketing Daily, “Mott’s Goes Pink for Breast Cancer Foundation”, Tanya Irwin

One Response to “Mott’s is Pink to the Core: Breast Cancer Awareness Promotions”

  1. Kim.D said:

    Sep 25, 09 at 12:00 pm

    Sounds like Mott’s has a really fun Breast Cancer Awareness campaign going on. Very inspirational. It is important for everyone to do their part to raise awareness.


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