Brilliant! breast cancer tie-ins

Seems like everybody's thinking pink these days. Especially marketers, hoping to leverage the latest cause du jour to their advantage. We found two clever breast cancer tie-ins that clearly have some staying power.

Seems like everybody’s thinking pink these days. Especially marketers, hoping to leverage the latest cause du jour to their advantage. We found two clever breast cancer tie-ins that clearly have some staying power.

Allure MasterCard definitely has allure

Whether you want your MasterCard to be pink, yellow or blue, if it’s the National Bank’s Allure card, a percentage of your annual purchases will be donated to the Quebec Breast Cancer Foundation. ‘We expect to raise $1.4 million over five years,’ explains the National Bank’s Lucie Bourdages, senior marketing director, MasterCard. The cards, which are aimed at women and launched in the summer, are also nifty because they come with another incentive: 10% discounts at participating retailers like La Vie en Rose. Allure debuted in June, and is being promoted with POS, radio and print ads in magazines like Elle Quebec and Chatelaine.

KitchenAid Cook for the Cure connects women

The brilliance of this multi-pronged promotion is that it’s not just selling appliances it’s creating a movement. KitchenAid is donating a hefty chunk from sales of special-edition pink appliances like blenders and coffee makers to the Canadian Breast Cancer Foundation (CBCF). It’s also encouraging people to host ‘Cook for the Cure’ dinner parties, at which guests make donations to the CBCF instead of bringing gifts for the host. While the promotion has been around for a couple of years now, KitchenAid has just expanded the tie-in with ‘Connection of Hope,’ a program which will see KitchenAid donate $50 to the CBCF for each party thrown.