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Shopping for the cure 3: Pinktober at the Hard Rock Cafe

Shopping for the cure 3: Pinktober at the Hard Rock Cafe

For their e-store:

“Hard Rock sets the bar in the fight to end breast cancer by bringing you products whose proceeds* benefit The Breast Cancer Research Foundation.”

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*15%, that is. On a $26 t-shirt, a $12 logo pin or a $72 bathrobe.

This is part of the rock nostalgia restaurant, retail and hospitality chain’s “Pinktober” campaign, which includes several products and promos. The most meaningful one I was able to find was a pink guitar donated by breast cancer survivor Melissa Etheridge and auctioned off at the site for $9,600 (all of which went to the Breast Cancer Research Foundation).

With the exception of Ms. Etheridge’s heartfelt participation, Pinktober strikes me as yet another self-serving co-opt of the cause with minimal actual donation.

Advertiser:
Hard Rock Cafe

I am Creative Director at Acart Communications, a Canadian Social Issues Marketing agency. Read more