Wednesday, July 13, 2011

Krispy Kreme for the Cure!

Whoops, I'd better watch myself, the Susan G. Komen folks may send me a cease and desist letter for using the words, "for the Cure!".

Today's brand polishing opportunity comes on the heels of the Leukemia and Lymphoma Society's Team in Training who apparently are selling Krispy Kreme doughnuts to fundraise.

So what's the Leukemia and Lymphoma Society's Team in Training all about? It's a,

"year-round marathon training program reaches highly-motivated and dedicated women and men who are active consumers and interested in taking on the ultimate challenge of running or walking a marathon, completing a 100-mile century ride or a triathlon."
Participants are asked to help fund the research to end this disease once and for all.

And I get it, training's expensive, and fundraising's important, and why not lean on the generosity of Krispy Kreme to help?

That's a fair question, but so too is the question, what's in it for Krispy Kreme?

The answer may be as simple as altruism, but I think it's more likely about brand polish, as the practice of coupling an unhealthy product with a healthy cause is a great way to encourage people to feel good about buying the unhealthy product and helps to elevate the unhealthy brand as a whole.

In terms of the impact of obesity on leukemia?

A recent meta-analysis concluded,
"findings from this meta-analysis of prospective studies provide evidence that excess body weight may increase the risk of developing leukemia"
While other studies have demonstrated that
"obesity in children 10 years and older is associated with a 50% increased recurrence of acute lymphoblastic leukemia"
No one would ever raise money for lung cancer research by selling tobacco products, and while I realize it's an extreme parallel, I do think it's important to recognize that unhealthy products tie themselves to these types of causes because it benefits them, and while fundraising to help fund leukemia research is a wonderful and worthy cause, is there really nothing else these kind hearted, motivated folks could sell to fund their cure?

[Hat tip to CarrotLines' Wahiba Chair!]