Home Team apparel Ralph Lauren’s Pink Pony Initiative Celebrates 21 Years With Experiential Consumer Activations

Ralph Lauren’s Pink Pony Initiative Celebrates 21 Years With Experiential Consumer Activations

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Ralph Lauren’s Pink Pony Initiative, which marks 21 years in the fight against cancer, kicked off a campaign of marketing activations and multi-level consumer experiences, including a collection of Pink Pony clothing.

Pink Pony’s mission is to reduce disparities in cancer care, lead the way in finding a cure, and help ensure access to quality treatment for all at an earlier stage and more treatable. A series of immersive experiential activations have been designed to build communities by fostering authentic conversations and connections in support of the fight against cancer.

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The campaign begins with a 360-degree marketing campaign, a diverse group of cancer survivors, successful people and supporters around the world who will each share their personal stories to start a dialogue about healing, hope and survival. The group includes sexuality educator Ericka Hart; South Korean actress and singer Krystal Jung and British author Deborah James. As a breast cancer survivor, Hart talks about her double mastectomy and how her community came together around her as she passed through it.

The campaign will appear on Ralph Lauren’s website and on social media, via paid media.

In Europe, a live game event on Twitch in partnership with the G2 E-sports team will raise funds for the Pink Pony Fund of the Ralph Lauren Corporate Foundation in the United States and internationally, for a network cancer charities.

An exclusive Pink Pony-themed Snapchat lens will be available throughout October, allowing users to share their support and donate to the cause. The goal is also to be discovered via the special Pony Scan, a monthly edition of lenses exclusive to Snapchat.

Ralph’s Coffee stores around the world will be donating Pink Pony-themed Hibiscus Iced Tea with proceeds going to the Pink Pony Fund. Additionally, the exteriors of global retail stores in New York, Beverly Hills, Chicago, Beijing, Shanghai and Seoul will be lit up in pink throughout October.

To complement the initiatives, a Pink Pony 2021 clothing collection made up of an assortment of Polo icons, as well as eyewear and fragrance offers. The collection ranges from $ 5 to $ 298. One hundred percent of the purchase price from the sale of the Pink Poly Fleece Hoodie and 25 percent of the purchase price from the sale of all other items in the Pink Pony collection will be donated to the Pink Pony Fund in the United States. and abroad. , to a network of charities against cancer. The collection will be available at select Ralph Lauren retail stores around the world in September, at ralphlauren.com, at Macy’s and Bloomingdales, and at select global wholesale stores.

Ralph Lauren Fragrances will also be offering a limited edition fragrance, Romance Pink Pony Edition, for $ 98. With every purchase of Romance Pink Pony Edition, Ralph Lauren Fragrances will donate 100 percent of the proceeds to the Pink Pony Fund.

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