I’m a lover of advertising (that is done well) and a marketer who envies the creative types who get to camp out in a board room drinking kegs of caffeine or cram into cubes together all night long sniffing Sharpies and mood boarding with post it notes until they come up with a concept – or a message – or a jingle – that is certain to be a game changer. I want to be a part of that kind of creative process! When those folks get it right – they can make you and I feel that we must buy something that we’ve never found a use for before – or wear a fashion statement that says something they want us to say – or drink something that will surely save the planet one day.
But all that coffee and marker-sniffing can lead to some really, really bad ideas, too. I give you Buckets For The Cure.
Here’s how I weighed this out in my head after I was able to calm down and think clearly and I would love to read your thoughts on this campaign, also:
Komen is going to raise a lot of money.
- 50 cents of every bucket “ordered by restaurant operators” (not buckets you and I buy?) will go to Komen.
- Komen gets $1M and KFC is trying to raise $8M in total.
Komen will get a lot of exposure and arguably, this exposure will target women who can benefit from education about breast health and taking care of themselv….
Oh I just can’t go on… I can’t even take my own self writing this seriously…. WHAT WERE THEY THINKING!? This is the most ridiculous pairing. How, in good-conscious could the Koman Foundation decide that KFC would be a good partnership for their brand? I get it that some in the board room must have been on the side for money and exposure but their brand is about health and women taking care of themselves and living longer as a result. KFC is not about any of those things and actually, their product is linked to the opposite of living healthier and longer.
And no, Guy-on-Twitter that wrote something like, “Chicken causes breast cancer? News to me” – KFC is not linked to breast cancer. Go grab yourself a bucket and feel good about that fact.
For the rest of us, as marketers – what do you think? In this case, in my opinion – Komen jeopardized their brand authority and their foundation’s purpose with an ill-planned partnership. Additionally, it stains their platform of fundraising for a noble cause because it reeks of greed when the partnership just doesn’t make sense to the public.
Side note: the website is beautiful and I think they did a fantastic job with the types of content, the social tools and the interactivity.
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