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September 15, 2006
Pale is the New Tan: Fight Skin Cancer
Posted by Kevin D. Hendricks | Filed under: Cause Marketing
Neutrogena has teamed up with the American Cancer Society to fight skin cancer caused by sun damange. Part of the partnership includes an awareness campaign to promote the dangers of tanning, whether it's on the beach or at a tanning salon. The plan includes a special "Pale is the New Tan" T-shirt, available only at Amazon.com, with $3 from every purchase going to the American Cancer Society. Neutrogena also pitched in 15 cents from every sun care product sold in May 2006, a minimum donation of $400,000.
It's a classic example of cause marketing. The American Cancer Society gets exposure, donations and increased awareness about skin cancer. Win, win, win. Neutrogena gets positive buzz for supporting a good cause and style points for the T-shirt. Win and win. What does the public get? Hopefully not skin cancer. That's a win.
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