Now that they've pulled a "Romney" and flipped back to political correctness, they've now and forever more connected their pink ribbon brand to abortion funding and frequent commenter Larry asks a good question:
What will happen in October when Tim Tebow is told he has to wear something pink to support abortion?Pink football shoes were part of the annual pink October spectacle, along with pink race cars in NASCAR and pink labels on hundreds of products. How will all those past sponsors of all things pink going to feel about putting a symbol on their products that is now so completely connected to Planned Parenthood and abortion?
I guarantee many past supporters will quietly drop their pink ribbons lest they anger the people who opposed Planned Parenthood. They won't announce it, they'll just hope they can stay below the radar. Those that continue to use the pink ribbon can expect some serious blowback in the form of consumer boycotts and other criticism.
I remember reading a piece last fall that having the pink ribbon on your product could boost sales by as much as 60%. In fact, because there are no licensing requirements for the symbol, some manufacturers used it even though they didn't contribute a dime to breast cancer research. They may want to rethink that in 2012.
With three days of waffling Komen has ruined their brand. This whole episode will be a case study in business and marketing schools.