Cause Marketing Example: Buckets for the Cure – Kfc and Susan G. Komen for the Cure

In 2010, Kentucky Fried Chicken partnered with the Susan G. Komen for the Cure, a nonprofit organization focused on funding community initiatives and research for breast cancer. “Buckets for the Cure” pledged to donate 50 cents for every pink bucket of chicken sold in the US with the ultimate goal of reaching $8 million.

With days of launching, the campaign received criticism for creating an association between breast cancer research and something as unhealthy as fried chicken. Many argued the maintaining a healthy diet was crucial for those batting cancer and the campaign was sending a mixed message to consumers. Termed “pinkwashing”, KFC was accused of trying to slap a pink ribbon on something unhealthy to increase sales.

In the end, KFC donated millions to Susan G. Komen for the Cure, but both brands had damage done to their reputations, Rather than focusing on the purpose of the campaign. KFC spent more time defending their menu of high-calorie foods while Komen was viewed as failing to partner with an organization that complemented their overall mission.

Cause marketing is different than philanthropy. It is a marketing relationship that is mutually beneficial for the non-profit and the business. There is great power in combining the two brands. For a non-profit, the benefits can include increased financial support and increased visibility amongst potential donors via the company’s customer base. For the company, benefits can include positive public relations, increased revenue and additional marketing opportunities. Compared to other forms of marketing, cause marketing is a relatively cost-effective way for a company to generate positive media coverage. Because cause marketing leverages the assets of two brands (the company and non-profit), the company increase its resources to create shareholder value and broaden its constituency.

Cause marketing offers businesses many benefits, but they are not without risks. The KFC bucket controversy is a good...