Another Shade of Pink: Brand Awareness for Breast Cancer

I couldn't let the month of October come to a close without addressing the other meaning of pink in the NFL: players and officials wearing various shades of pink to support breast cancer awareness and research. Wearing pink for the sake of "looking cute" brings out the snarky side of me, but you'll never hear me mocking anyone for dressing in pink-colored NFL gear to support the cure for breast cancer. (Although I do wish more money would go directly to research instead of marketing efforts, but that's a subject for another day.)

I consider myself a creative person at heart and I make my living through branding and marketing, so it's not surprising that I notice subtle nuances in the color pink. When I first saw that players and referees decked out in the official color of breast cancer awareness, my first thought was that it was a great way to spark dialogue in the homes of ordinary Americans about breast cancer prevention. My next thought, put forth by the relentless Debbie Downer in me, was that I think there's a missed opportunity.

Check out these hot magenta-colored sweatbands, which by now you've probably seen on most of the NFL referees and football players in the league. The color is bold and playful, immediately drawing your eyes toward it (especially when contrasted with the drab hues of most team uniforms). However, there is other NFL gear that ranges from dark pink to gradated pink to to baby pink, which I find a little bit confusing and inconsistent. I was surprised that the NFL's heavily-funded, usually very savvy marketing department didn't better coordinate with its vendors (Reebok, etc) to precisely nail down the exact shade each piece in the campaign should adapt. (We marketing people are crazy like that.)

Bubblegum pink shoes and magenta sweatbands

Magenta sweatbands and light pink gloves

Three different hues of pink

Pale pink unlike any other color in the palette

Now to you left-brained people, I know what you must be thinking: Who really gives a rat's ass when the main priority is to raise awareness about the second leading cause of death in women? And you would be absolutely correct, because that is the overarching goal and I already consider the campaign to be an immense success. However, there is a lot to be said for staking your claim on a uniquely vibrant color that immediately evokes feelings of familiarity, trust and brand awareness ... no?


Just as "Tiffany blue" is synonymous with classic taste, elegance and tradition, "breast cancer pink" could become instantly recognizable as the color for a cure. Because let's face it, sometimes when you see different shades of pink (especially outside the realm of the NFL) you can't really be sure if the person thought it went with their outfit that day OR if they're advocating for a breast cancer cure. A consistent hue would leave no question about it.

There have been dozens of focus groups which have found that, as minor as they may seem, subtle differences in color make a lasting impression in the mind of the consumer. Google has spent thousands of dollars and countless hours researching precisely which out of 40 different shades of blue its users preferred (and, not coincidentally, the one that makes them subconsciously want to purchase more goods online). As any Marketing 101 class will tell you, the human mind can readily associate specific colors with notable images or social causes, especially if they are used consistently. (The Orange Revolution, anyone?) And greater awareness means, hopefully, greater donations to fund research for the cure with less ambiguity about the cause.

So two thumbs up to the NFL, which deserves all the praise it has garnered for bringing greater attention to the vitally important issue of breast cancer. Now let's make it easier for everyone to identify with the brand and the cause by centering the campaign around a consistent, fabulous shade of pink.

(I'm partial to the hot magenta, myself.)