Pink Booze Marketing is Hard to Swallow

You've likely noticed a lot of pink popping up this month. Consumers who want to support breast cancer research through shopping can choose pink T-shirts, lip gloss, bags of potato chips, bagels in ribbon shapes, even certain airplanes are painted pink this month! These marketing campaigns help promote breast cancer research and awareness and promote the brands of companies who do the promotion. However, some people, including cancer survivors and physicians in women's health, say alcohol beverage companies have taken this too far. They say the it's hypocritical to raise money for research while selling a product that contributes to the disease.

Both the American Cancer Society and National Cancer Institute say even moderate drinking increases breast cancer risk.

Mike's Hard Lemonade now comes in a pink variety. Pink wines sport pink ribbons, and Chambord, which markets pink vodka and liqueurs urges people to "pink their drink," saying that "by adding a splash of Chambord to any cocktail, "you're supporting breast cancer awareness year-round."

Mike's Hard Lemonade donated half a million dollars over the past two years to the Breast Cancer Research Foundation and Chambord's website states that the Pink Your Drink campaign has raised more than $50,000 in donations for the Breast Cancer Network of Strength and other patient groups.

In many cases cause-related marketing is not for the charity. Even if there is passion and good intentions involved while carrying out the tactic, remember all marketing is done to sell product in some way. At least breast cancer charities are benefiting in a big way from alcohol-related gifts. I think unless cancer foundations are going to do something about it, like implement donation applications, complaints should remain silent.