The Puma 2012 Project Pink campaign is the sportswear brand's third initiative in support of breast cancer research. For the 2012 campaign, Puma is asking, "Who do you wear pink for?" and encouraging people to nominate and vote for their favorite breast cancer charity, buy products from Puma that are dedicated to the cause, as well as share the initiative with their friends on social media.
Puma's goal this year is to raise $120,000 for a major charity, with 100 percent of the profits from Puma 2012 Project Pink product sales going toward the most-voted-for charity. Puma will announce the winning charity this October at the Los Angeles Project Pink Charity Soccer Game.
To help launch the initiative, Puma has enlisted actress and singer Ashley Tisdale, who says she wears pink for her grandmother. Tisdale appears in this short video promoting the campaign.
Interactive Cancer-Fighting Campaigns
Puma 2012 Project Pink Asks 'Who Do You Wear Pink For?'
Trend Themes
1. Cause-related Marketing - Companies can increase sales by promoting a social cause.
2. Interactive Charity Campaigns - Using social media and interactive elements can increase engagement and donations for a charity.
3. Celebrity Endorsements - Partnering with a well-known celebrity can increase visibility and credibility for a cause campaign.
Industry Implications
1. Sportswear - Companies can create campaign merchandise to help support a social cause.
2. Nonprofit - Nonprofit organizations can benefit from cause-related marketing campaigns to increase donations and awareness of their cause.
3. Marketing and Advertising - Agencies can help develop and execute creative and interactive campaigns aimed at promoting a social cause.