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Mott's Goes Pink For Breast Cancer Foundation

Mott's

Mott's is launching "Pink to the Core" limited-edition Mott's Plus Apple Sauce and Mott's Healthy Harvest Apple Sauce, in support of Susan G. Komen for the Cure.

Mott's has created pink packaging with a Komen logo as well as a special grocery display for the product. In connection with the promotion, Mott's is donating $300,000 to the organization.

The Plano, Texas-based company also is a National Series Sponsor of the 2009 Susan G. Komen Race for the Cure Series. The world's largest series of 5K runs and fitness walks raises significant funds and awareness about breast cancer and breast health. Mott's products will be on hand to help fuel race teams before, during and after the races.

"As a long-time supporter of women's healthful lifestyles, this partnership is a great way for Mott's to contribute to an organization that is dedicated to raising awareness and finding the cures for breast cancer," says Dave Fleming, Mott's marketing director.

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This is the first limited-edition packaging that the Mott's brand has done in recent history, Fleming told Marketing Daily. It will be available through October.

PowerPact, a promotion and shopper-marketing company which has extensive experience with the Race for the Cure, is helping Mott's bring the sponsorship to life in 121 markets nationwide. The platform, "Pink to the Core," was created as an empowerment statement that captures the Mott's brand's commitment to the cause, according to a PowerPact spokesperson.

PowerPact is responsible for the entire activation of "Pink to the Core" at the Races. This includes development of promotional materials, designing and sourcing the premium item giveaway, product sampling and on-site logistics management and execution.

The company developed a Mott's apple orchard display where race participants can sample Mott's Healthy Harvest and Mott's Plus apple sauces in the special "pink" packaging. Race participants also can share why they consider themselves "Pink to the Core" by writing their reason on an apple-shaped pledge paper and hanging it on one of three apple tree displays: (1) Get educated about breast cancer, (2) Exercise more and (3) Eat more healthy foods. Participants will receive a "Pink to the Core" eco-friendly shopping tote bag.

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