Extract:

Last year, sales of bottles with pink lids rose on the back of the tie-up - the reason why the company has increased its investment. For September-October last year, Mount Franklin’s share of the bottled still-water market rose by 4.6 percentage points in supermarkets and 3.6 in convenience stores, compared with the same period in 2005.

Softer measures show it worked; awareness of the tie-up between the National Breast Cancer Foundation last year was 70 per cent of all people. Measures for brand health and preference also rose. This year it is also driving sales in supermarkets, where multipacks of the distinct bottles are also sold.

Early signs on the sales front for this year are good, according to Coca-Cola Amatil’s external affairs manager, Alec Wagstaff .

Not that Mount Franklin is suffering low awareness - the brand is the leader in both grocery and convenience stores, and has 42 per cent of the value of the still-water category.

Source : www.smh.com.au

The pink con job can now be officially confirmed as a success, women that give life are taking life out of the still-water category.

Photo from someone special.