Limited-edition pink packaging is appearing on Viva paper towel 3-packs in major supermarkets across Australia as part of a summer campaign supporting the McGrath Foundation.
From early December through January, Viva will donate 10 cents from every pink 3-pack sold to the McGrath Foundation, with a stated goal of raising $100,000 to help fund McGrath Cancer Care Nurses, who provide free support to individuals and families experiencing cancer.
The packs are produced locally in Australia at Kimberly-Clark’s Millicent Mill in South Australia.
The campaign includes in-store activity, digital content and a national media push tied to the summer and cricket season, according to the company.
A Viva brand manager said, “At Viva, we believe the products people reach for every day, to handle life’s little spills, can also spark meaningful change. By turning our packs pink and partnering with the McGrath Foundation, we’re helping raise awareness and support for the McGrath Cancer Care Nurses who stand beside Australians through their toughest moments.”
A spokesperson for the McGrath Foundation said, “The McGrath Foundation is so grateful to generous brands like Viva for turning pink and showing that pink truly is the colour of care and support. It’s thanks to partnerships like these that the McGrath Foundation is able to provide world leading cancer nursing services to people and their families experiencing cancer.”
The initiative begins in South Australia and runs nationwide.
