KFC's pink buckets are a great example. My response in the FB thread:
What continues to baffle me about KFC is the unhealthy element of their food. Even if they are supporting breast cancer research, I feel like the brand is mobilizing moms to make their families fat. Breast cancer is a worthy opponent (my mom is a survivor), but what about obesity and heart disease? What about teaching kids healthy eating habits?!!
I think a more thoughtful tie-in between the brand/product and the cause is key to making cause marketing successful.
I read the other day that the American public is essentially addicted to low prices and discounting in retail; until we agree that we will pay more for higher quality, healthy, safer products, that are better for the environment, I think marketers will rely on Cause marketing to use philanthropic sentiment to justify a premium price.
What do you think?
PS: don't miss, from the new Saatchi blog: 10 Ways to Communicate with Moms.