Would You Buy a Pink Putter?

Calling all women golfers!   Would you buy a pink putter?   What if it was tied-in with a cause like breast cancer.  Would that make a difference in your decision?

Sweet Spot Golf has created new pink putters.   They are a sponsor of the National Breast Cancer Foundation.   I applaud anyone who supports breast cancer research.   But I see Sweet Spot Golf making the same mistakes many other companies make in their cause related marketing.

Mistake #1 - Unclear relationship between the purchase of the product and the charitable organization. 

Sweet Spot Golf only has this to say: 

Sweet Spot Golf is a proud sponsor of the National Breast Cancer Foundation. When you purchase this putter or any of our clubs in pink, we all give together to make a difference in fighting breast cancer.

So....how exactly will buying this putter "make a difference in fighting breast cancer?  Does a portion of the proceeds of the sale go to the National Breast Cancer Foundation?  What exactly does being a "sponsor" mean?  How much money does Sweet Spot Golf give?   Why breast cancer?  Is there a tie-in between the brand and cause?  Or are they just doing it so they can get more publicity for their products?

I don't mean to sound harsh.   But If you are not crystal clear about your relationship with the cause or charitable organization, people will be left to speculate.   Consumers want to know exactly how their purchase will help benefit the fight against breast cancer.

Mistake #2 - Failure to tie-in the brand with the cause.

Why does Sweet Spot Golf care about breast cancer?  How does the fight against breast cancer tie-in with what the brand stands for? 

I know a women's fitness center owner who donates fitness equipment to schools, firehouses, etc.   She does it because she feels passionately that getting in shape can change your whole life.  Her charitable donations tie in directly with her brand.

Dove created the Self-Esteem fund for young girls.  It's a direct byproduct of their Campaign For Real Beauty where they challenge advertisers' ideas of unrealistic beauty.

So how does what Sweet Spot Golf stands for tie-in with the fight against breast cancer?  Is it a personal cause of someone in the company who's been affected by breast cancer?  Is Sweet Spot Golf a huge advocate for women golfers and the power and competitive spirit of these golfers?   Does that tie in with the power and courageous spirit of women battling breast cancer?

I don't know.   The website doesn't say.   

I hope Sweet Spot Golf is successful with this campaign simply because I applaud anyone and everyone who supports the fight against breast cancer.   But I'd love to hear more from them about how the pink putters tie-in with that cause.   

For a mini-critique of their website read my post on grokdotcom.com.   

Comments

[Kelly King AndersonK]

this is a repeated issue I run up against. I'd like to support breast cancer, but why do I have to buy pink to do it? Many companies are doing this thinking that all of us love pink and so if we feel passionate about research their product needs to be the color pink. Why not say, " a percentage of this line of women's golf equipment will go towards breast cancer research"? I think Yoplait does donations for their pink lids but I really don't care becuase it's not a choice of FLAVOR, its a packaging thing.

Anyhow, sorry to vent! ;)

[ChristinaLynn]

So speaking today I would say definitively No, I would not buy a pink putter. That said, I do own (but NOT use) a pink golf bag from over a decade ago and a pink visor with the embroidered cancer ribbon (ok, I do wear that one golfing). I also have some colored golf balls. OMG - I'm one of "those" women...

[Esther S.]

I would like knowing that something I purchased had a benefit like that, but I'd rather have a little icon of a pink ribbon near the handle than just look like an ultra female with an actual pink putter. I mountain bike, and some companies sell pink mountain bikes as well. Eeew. I'm riding with a bunch of guys. The last thing I need to do is show up in all pink. It's just one more obstacle I throw up for myself.

[Laura P.]

Not on your life. I play golf with lots of guys, and while I'm a darned good putter, they'd laugh me off the course with a pink putter. Can't I just write a check to support my causes anymore? Must I be reduced to wearing wrist bands, owning products in certain colors and sporting multi-colored ribbons on my lapels? Isn't it more beneficial to just send them the cash directly rather than spending on products I'm not even likely to use?

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[Elida]

Nope! The Yarmulke isn't in the Bible, and as you've seen, they come in all different colruos, styles, sizes etc. I'm curious about why a yarmulke and not, say, a shirt or ribbon, but no, I don't think you'd offend anybody unless that was your intention.

[Lea]

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