What's Happening
* The Susan G. Komen Foundation and Ford have partnered up in the Race for the Cure to breast cancer. Ford is producing 2,500 special edition 2008 Mustangs with the Warriors in Pink Package, including pink striping, a pink ribbon and pink stitching on the charcoal leather seats (Gayot.com 6.5.07).
* Ford will donate $250 from every Warriors in Pink Mustang sold, with the hope of donating more than half a million dollars to the Susan G. Komen Foundation through sales and other fund-raising efforts (FordVehicles.com 8.07).
* Those who wish to coordinate with their Warriors in Pink car can visit FordVehicles.com for matching accessories.
WHAT THIS MEANS TO BUSINESS
* Causes like the fight against breast cancer have created a strong sense of community for survivors and supporters. Consumers are proud to belong to these communities and outwardly show their support through iconic purchases.
* Cause consumption is growing at an exponential rate. When it's built into a purchase a consumer might make anyway, it's naturally added value.
Source: Iconoculture, 9/14/07
