Energizer produced 1.5 million 10-packs of pink batteries that hit Target shelves in October to coincide with National Breast Cancer Awareness Month. Visit www.komen.org and www.energizer.com/sgk.
Jeffrey Roth, Energizer Holdings Inc.’s Brand Manager/National Promotions, says Energizer has a longstanding relationship with the local St. Louis chapter of the Susan G. Komen Breast Cancer Foundation. Energizer has been a regular local contributor, but wanted to step up on a national scale.
Tapping its iconic pink Energizer Bunny, known for the ability to keep “going and going and going,” Energizer adapted the slogan to an inspirational message associated with fighting breast cancer: “The Power to Keep Going.”
To put a marketplace face on the campaign, Energizer turned to Josh Kaplan, a Schawk Inc. employee assigned to Energizer as an in-house package designer. Kaplan redesigned and decorated the backer card and battery label for the packs as a limited-edition offering.
Kaplan selected PMS 223 to achieve the familiar pink associated with the fight against breast cancer, and the paperboard backer is offset printed. The battery labels are a metallic stock flood-coated with white and then overlaid with the same PMS color.
As part of the campaign and its on-going support of the Komen Foundation, Energizer has committed to a minimum guaranteed donation of $350,000. Consumers also have the opportunity to receive a free Energizer Bunny pin with the breast cancer ribbon with the purchase of any two Energizer products.
You were probably going to Target anyway this week. So get going, going, going right now and pick up a pack (or two) of the limited edition batteries. For us geeks, it's a great excuse to add a package with a Wow! factor unlike any other to our collections. For everyone, it's a way to help increase awareness, raise resources, and to make a difference in the fight against breast cancer.
My column this month is dedicated to Katherine R., Peggy G., Mari L., Robin D., and Debbie S.—family, colleagues, and friends who have succumbed to, survived, or are currently battling breast cancer.
By David Luttenberger
From Package Design magazine
