I recently read an article called "Can Eating Junk Food Cure Breast Cancer?," which dealt with KFC's new sandwich, the "Double Down."
If you haven't seen this "sandwich," already, it consists of bacon strips and melted cheese sandwiched by two pieces of deeply friend chicken.
For most people, me included, my first reaction was of disgust. As a lover of KFC, I can't lie and say I'm not intrigued - I would try it just to try it. But obviously, it's a disgusting product for anybody even remotely worried about their health.
For this reason, this sandwich has been hard to market. KFC has taken an alternate approach to marketing, using something called pinkwashing, defined by the U.S,-based group, Breast Cancer Association, as "a term used critically of corporate campaigns and practices in which the sponsoring companies position themselves as leaders in the struggle to eradicate breast cancer while engaging in practices that may be contributing to rising rates of the disease." A well-known case of this is Yoplait's "Pink Lid" Campaign to end breast cancer while their yogurt contained milk with the RBGH hormone, which has been proven to increase risk of breast cancer (Yoplait has since stopped using milk containing this hormone).
KFC's "Double Down" contains 32 grams of fat and 1,380 milligrams of sodium. To distract from their obesity inducing sandwich, they have launched a "Buckets for a Cure" campaign to donate towards breast cancer by selling chicken in pink boxes.
KFC has vowed to donate 50 cents for every bucket sold, with a minimum donation of $1 million dollars. KFC plans to donate around $8 million dollars from this campaign.
"The American Institute for Cancer Research says there is 'convincing evidence' that excess body fat increases the risk of postmenopausal breast cancer. Obesity is also tied to shorter survival rates for women who develop breast cancer." This is an obvious form of pinkwashing to make KFC look better. Imagine if all the money people spent on chicken were actually donated to breast cancer (instead of 50 cents per bucket) - the results would be drastically more positive.
This is a classic case where a company does something that may appear to be with good intent, but turns out to be for its own benefit.