Energizer Brings Pink to Race for the Cure
Energizer brings its bunny-inspired energy to Susan G. Komen Race for the Cure events this month with a twist on its long-running tagline “Keeps Going and Going and Going.”
Energizer hosts the Energizer ReTreat mobile spa at Komen races and at cancer treatment centers as part of its Komen sponsorship. The ReTreat vehicle and tent gives massages and manicures for racers and cancer patients, encouraging both to “Keep Going.” Energizer distributes pink Energizer Max AA batteries (which are sold at Wal-Mart), pink nail polish and pink nail files, as well as breast cancer-detection information.
Energizer also fields a mail-in offer for a pink Keep Going pedometer free with the purchase of batteries. Energizer will donate to Komen $1 for each pedometer request (up to $5,000), in addition to its $350,000 donation for cancer research. Promo shop Zipatoni, St. Louis, handles the tour with an assist from p.r. shop Blick&Staff Communications, St. Louis.
St. Louis-based Energizer has been broadening its “Keep Going” tag to stand for perseverance, moving beyond its core positioning as a long-life battery. The brand launched its Keep Going Hall of Fame in February, inducting baseball great Cal Ripken, Jr.
A September ceremony inducted burn victim John O’Leary, who earned the most votes among 10 finalists profiled on Energizer’s Web site. Each vote triggered a donation to the Cal Ripken Sr. Foundation, a total of $10,000. O’Leary won a $5,000 donation to split between two charities of his choice, Parkinson’s Disease research and the Big Brothers Big Sisters of St. Louis.
