During the month of October, you can’t go anywhere without seeing a pink ribbon. The symbol, which is intended to promote breast cancer awareness, is increasingly utilized by consumer packaged goods (CPG) manufacturers, with an image of the ribbon (or simply the color pink) used on product labels. It’s generally understood by consumers that a portion of each purchase will go towards non-profit companies that work toward breast cancer awareness or research. Brands aligned with the cause are often praised for supporting the worthwhile goal, and commonly benefit in terms of public relations and sales.
The pink ribbon is one of the most well-known cause-based marketing initiatives, and similar efforts are on the rise for CPG companies. Tyler Merrick, the founder of Project 7, which markets a line of gun and mints, recently sat down with FBU to discuss what’s he’s learned from using cause-based marketing as a platform for his brand. In the following video, Merrick, whose company has partnered with a range of non-profits, gives a few examples of what cause-based marketing is all about and how you can utilize it most effectively.
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