Branding Me Softly

So I bought a pink can of Campbell’s cream of mushroom soup the other day. See, the can is pink because—like companies all over the country—Campbell’s has seen the potential for good karma by colorizing its products to promote breast cancer awareness and research. And, as some marketers have shown, the revenues from going pink aren’t bad either.

I admit it. I’m a slave to packaging, and The Pink is a prime example, though my reasons for buying aren’t always what marketers might’ve had in mind. For example, that Campbell’s Soup can is more than a symbol of my support for the cause—it’s my rebuttal for every time I’ve been called a lout, a misogynist, or an uncaring pig—which, for reasons I can’t figure out, happens with alarming frequency. Now I can whip out my pink Campbell’s can and say, “What? I didn’t hear you. I was too busy preparing my cream of mushroom soup—and supporting cancer awareness.”

Apparently I’m not the only one with questionable motives. A recent AP article casts some doubt on the reasoning behind some companies’ decision to go Pink. It suggests that some companies may be shortchanging the worthy causes they co-op with when it comes time to cut a donation check. Regardless, it’s obvious that cross-marketing for a cause has become pretty chic.

I am, however, going to call marketers out on one point. I can’t help but notice that most “pink-tinting” is reserved for products that have traditionally been purchased by women, like the Dyson vacuum. Last time I checked, most women were pretty aware of the fight against breast cancer. Furthermore, I’d say many even go as far as to contribute, donate, and participate in events that support the cause. In effect, they’re preaching to choir. Maybe the AP article’s skepticism has some merit. Maybe companies aren’t trying hard enough.

You want real exposure? Appeal to your untapped market: oblivious males. The time has come to make a meaningful connection with this demo. Get them on board. I invite companies every where to challenge the traditional awareness initiatives, with a fresh philosophy that reaches out to the guys, too. With the potential to boost breast cancer awareness by nearly 100%, it just makes sense to rethink and rebrand all things macho, all things rugged, all things mega-manly. Just do it softly:

I see a new age in cause-marketing on the horizon; a movement towards Neo-Think Pinkery, if you will.

Oh, yes, we will. We all will.

M.M. McDermott, Senior Copywriter

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The Science Behind Co-Branding: A Satire

Elmo dolls at Build-a-Bear? Incredible Hulk Popsicles? Olson Twins Toothpaste?? Does this seem like a heaping dose of insanity to you? Well it's not, Pope Urban. It's called "co-branding." Co-branding is prevalent in all sectors of the marketplace, from Pillsbury cookies featuring M&Ms brand candies to Starbucks coffee service on United Airlines flights. But nowhere is it more ubiquitous than in the entertainment industry.

Entertainment properties from movies, television, and music are used to sell an enormous variety of products, from shoe polish to breakfast cereals. These pairings often make little sense on the surface, beyond being a convenient way to sell hair gel while advertising your latest video game. But I've looked a little deeper and found that, In truth, there is a strong ethic amongst researchers and marketers alike to create co-branded products that far exceed the standard single brand equivalents.

As a video editor, I take scientific validity issues in co-branded marketing campaigns very seriously. So I launched a rigorous, multi-phased, cross-media marketing analysis that lasted hours and took minutes to complete. Here are a few examples of the science behind co-branding.


Why has everything gone Shrek? It's not because he's adorable, funny or a highly bankable commodity. It's because he's green. Remember how popular Kermit was in the 70s, or Yoda in the early 80s?. In a recent double-blind study conducted in Massachusetts, students at the Perkins School for the Blind were more likely to say they preferred foods colored green over other colors even though the students have no concept of green, or colors in general. And this favoritism jumped 540 percent when the subjects were administered powerful electric shocks when touching the non-green food products! Interestingly, 540 nanometers is the frequency for green light. Coincidence?

Congress doesn't think so. Recent legislation requires automakers to build greener cars by 2012. Why green? Certain harmonics in the paint cut down on drag, making the cars more energy efficient. In fact, green energy initiatives are everywhere, due to the considerable power in green's 540 nanometer wavelength. But color is only one factor to consider when creating a superior product.

Another study conducted by field mice outside of Denver found a strong correlation between the shape of molded oat cereals and their nutritional efficacy. The study found that the web shape used in Spiderman Brand Cereal had the highest surface area to mass ratio of all breakfast cereals, causing a nearly instantaneous digestion and absorption of all 12 vitamins and minerals included as part of your complete breakfast. Cheerios? It ranked 54th, six spots lower than Lucky Charms and 12 spots lower than topsoil.

And what about that Olson Twins toothpaste? Two words: super spittle. The gorgeous duo owe their flawless smiles to a minor genetic anomaly that gives their saliva 10 times the cleansing power of any known substance. Toothpaste is only the logical jumping-off point. Soon Mary Kate and Ashley's drool will replace an entire generation of outmoded cleaning products.

I think I've made my point. The next time you're pondering a co-branded entertainment venture please don't let ridiculous mismatches in products and brands stop you. Just make sure the science is sound and everything else will take care of itself. Oh, and look for Jason Bloom brand spray cheese and drain cleaner, coming to a supermarket near you.

--Jason Bloom, Senior Avid Editor

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