Mott's Gets Its Pink On
Mott's applesauce set out this summer to prove that it is "Pink to the Core." In support of Susan G. Komen Race for the Cure, the brand launched the limited-edition Mott's Plus applesauce and Healthy Harvest applesauce, 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, reusable 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 onsite 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," 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."
Susan G. Komen for The Cure, launched in 1982, has raised more than $1.3 billion to fight breast cancer.
Check out the SHOPPING LIST below for some timely pink-themed ideas.
Kikkoman Calls in the CelebriDucks Getting people excited about soy sauce isn't an easy task, but Kikkoman found a solution: It brought the brand to sports fans. The soy sauce maker gave out custom CelebriDucks at Texas Rangers, Baltimore Orioles, Chicago White Sox, Toronto Blue Jays and San Francisco Giants baseball games, as well as an Atlanta Falcons game and a NASCAR event.
The response has been strong, says Craig Wolfe, president of CelebriDucks. "Kikkoman literally just called me, as they were overwhelmed by people wanting the little ducks. Even the Texas Rangers are calling, asking if there is any way they can get more. The reason every one of our promotions is so successful and gets amazing response at professional sports events is the degree of intricacy we get in the sculpting and painting. Also, our creative team works with clients and comes up with designs that are pretty amazing."
The CelebriDucks have become attractive to collectors, many of whom are looking to get their hands on one of the 200,000 Will Ferrell Old Spice/Semi-Pro ducks or the new Michael Jackson duck.
Gorton Seafood recently ran a four-month promotion where it offered a duck that looked like the Gorton's Fisherman. This was followed up with another promotion that featured the duck on more than a million packages of Gorton products.
CelebriDucks is also working on what it is calling the world's first "green" recycled rubber duck for retail, plus a French chocolate-themed duck called Cocoa Canard (which is French for "chocolate duck"), Wolfe says. "We'll have a new line of actual chocolate Canards to go with it in beautiful packaging that can also be used for promotions. We pride ourselves in thinking out of the box."
Perhaps this is why the company has included James Brown, Bill Clinton and the Osbournes in their line of more than 200 ducks.
RESULTS DRIVEN DIRECT MAIL Increased response rates over 12% in recent campaign. Plastic postcards are fully customized for your mailing. Ask about mail handling, processing and presorting for seamless promotions. Available from asi/42989.
TREND-SETTER October is breast cancer awareness month, and women everywhere would appreciate a timely product to wear during the month. The textured 100% polyester fabric adds a trendy appeal to this unstructured cap. Other features include six-panel construction, low-profile design and adjustable hook-and-loop closure. Available from asi/91530.
PINK AWARENESS This breast cancer awareness journal features a pink foil-stamped ribbon and a two-sided breast cancer information insert. A portion of the proceeds benefit the Susan G. Komen foundation. Available from asi/50873.
TAG ALONG A silicone bracelet would be the ideal wristband to give to participants taking part in a benefit walk. Features an aluminum tag that can be screen printed or laser-engraved. Band comes in 13 colors, with tag in matching or contrasting color. Available from asi/79898.
PRETTY PASTELS Female employees would enjoy a quality tote to contain their gear. This beaded polyester duffel bag features a zip-around main compartment, an adjustable shoulder strap and Velcro carrying straps with padded grips. Available in pink and sky blue. Available from asi/31522.
ACTIVE POLO Offer pink apparel to the staff involved in a breast cancer awareness event. This lightweight cotton/polyester polo resists wrinkles and shrinkage while still being soft and durable. Comes in 11 colors in sizes S-3XL. Available from asi/59528.