Pink Brands: 5 Companies Fighting Breast Cancer

By Jenna Lebel You’ve probably recently been notified via your Facebook News Feed that some of your friends “like it on the floor” or the kitchen counter or the desk. The “I like it on” status updates (which actually refer to where women like to place their purses) are meant to raise awareness for Breast Cancer Awareness Month. This year marks the 25th National Breast Cancer Awareness Month. In recent years, social media has amplified the awareness efforts. Last January, women updated their Facebook statuses with the color of their bra, again as a rallying cry to raise awareness for cancer research. Beyond these viral and (some would say) successful campaigns, lots of brands are turning their social media strategy pink in support of breast cancer this month. Here we outline 5 brands supporting the cause.

Gillette Venus

Gillette is donating $1 for every new Facebook like they receive to support the National Breast Cancer foundation (up to $30,000). As stated on their Facebook page, Gillette is “proud to support the National Breast Cancer Foundation’s mission of providing early detection for women in need.”

Purina Cat Chow

Purina’s “Cat Nap for the Cause” allows Facebook fans to support the fight against cancer by simply taking a nap! Once fans like the page they pledge to take a nap with their cat, and Purina Cat Chow will donate $2 to Susan G. Komen foundation ($1 for the fan, $1 for the cat) up to $150,000.  The pledge application features a meter showing the progress of donations (currently $22,344 has been donated), an interactive map highlighting cat nappers nationwide and a downloadable ‘do not disturb’ sign for those cuddling for a cause.


Borders is supporting the promise to end breast cancer forever by empowering consumers to make purchases that make a difference. During the month of October, Borders is donating $1 to Susan G. Komen for the Cure for every purchase of Promise Me by Komen founder Nancy G. Briker. They are also donating $1 (up to $100,000) for every pink Quench water bottle and 12 oz. or 1 lb. bag of Seattle’s Best Coffee beans sold.  Their Facebook page highlights these promotions and features virtual breast cancer ribbons which can be sent to a friend or posted directly to your wall.

Estee Lauder

Estee Lauder is encouraging Facebook fans to connect, communicate and conquer by taking a pledge to prevent breast cancer. Fans can pledge to perform a monthly breast exam, have an annual mammogram after the age of 40 or wear a pink ribbon this October. Users choose their pledge option, write a 140 character message and sign their name and their pledge appears in a rotation on the brand’s Facebook page.

Mike’s Hard Lemonade

Mike’s Hard Lemonade is running a promotion on Facebook called “Pink it. Post It.”  Users can upload a photo of themselves, pick a frame, “pink” the photo, and post it on the gallery and to their own Facebook profiles.  According to their page, Mike’s hard pink lemonade is “back again this season making a donation to The Breast Cancer Research Foundation.” The donation is in memory of former member of the Mike’s family who lost her battle with breast cancer.

Can you think of other pink brands supporting breast cancer awareness and research? Share them with us!