Tuesday, July 29, 2008

Marketing Ploy or Benevolent Donor?

And, Does it Matter When Raising A Glass to Beating Breast Cancer?


There is a new label called Pink Ribbon Wines which depicts the symbol of hope for breast cancer. I like the idea that they bring more attention to the cause, and encourage millions of women to join together on October 30 and toast to their health. But, do you sometimes feel like supporting a charity feels like jumping on a bandwagon to turn a profit?

Whether its being "eco-friendly" or donating money to a cause, it seems that aligning with a charity is part of building a brand. I'm not saying it is necessarily a bad thing. It can have a very positive impact. I've been advised to align The Liquid Muse with a cause -- and frankly, I'd love to be able to use my work to help save abused animals or give a homeless person a safe place to sleep. At the same time, I sometimes find myself rolling my eyes at Dell hocking its (red) computers and celebrities sporting their plastic yellow "Live Strong" bracelets.

Pink Ribbon Wine, which is owned by Wade Kerr Wines, promises to give 50 cents from each $13 dollar bottle of wine sold to the Breast Cancer Research Foundation. John Kerr explains their position:

"Each bottle features a list of the women who have had a positive influence in our lives, including wives, mothers, grandmothers, daughters, sisters, aunts, teachers and friends, and this wine collection is dedicated to them. We encourage everyone to participate in this awareness-building event."

I have not tasted the wine, so I cannot recommend it or not... however, the intention to celebrate breast cancer survivors is a noble one. Pink Ribbon Wines joins many other companies sporting the pink ribbon and selling their wares in support of breast cancer research including: Ann Taylor, Bath & Body Works, Macy's, Sephora, and many more.

What do YOU think about combining marketing products tied and charitable causes? Does it make you feel more inclined to buy the product because some money is going toward a cause you want to support? Or, do you feel like it is one more company exploiting consumers' pocketbooks through their emotions?


3 comments:

Jimbo Walker said...

It really does come off as kind of "SLIMY" that so many companies are jumping some "CAUSE" bandwagon. Is it another marketing ploy...Well Duh! At the same time if they are producing a product that I use and enjoy (such as wine)why not help them help others. The problem to me is that they seem to try and "Quilt Trip" consumers into buying inferior products for their "Cause" or profit?

natalie@theliquidmuse.com said...

Yeah, sometimes it does. I want to try the wine and see how it tastes. If it tastes nice - and they actually donate money to the cause - then it could be a good thing.

Cheers!

Anonymous said...

It's a fine line between selling a product and supporting a great cause like the fight against breast cancer. However, I think any charity would appreciate additional funding to support their cause. With Pink Ribbon Wines, the label has already generated approximately $6,000 for The Breast Cancer Research Foundation.