Campaign: Be Aware
Company: Dutch Brothers Coffee
Nonprofit Partner: Unknown
Launch Date: October 1, 2012
The entire month of October, National Breast Cancer Awareness month, Dutch Brothers Coffee will be selling pink “Be Aware” travel mugs and donating proceeds to breast cancer screenings for women who are uninsured or underinsured. Mugs cost $12 and include consumer’s beverage of choice.
We bring this campaign to your attention as an example of something you may see frequently during October, National Breast Cancer Awareness Month: a well-intentioned campaign that fails to provide adequate consumer information. This particular campaign neglects to mention what portion of the $12 mug sales will be directed to breast cancer screenings and also omits which, if any, charity is receiving donations (an email inquiry about these details went unanswered).
Seeing Red About Lousy Pink Campaigns – MediaPost Communications – Indian Make says
[…] Brothers Coffee is marketing pink (and aptly named) “Be Aware” travel mugs and donating proceeds to “breast cancer screenings for women who are uninsured or […]