When a Business Partnership Doesn’t Make Sense

May 18, 2010

Many raised their eyebrows upon first seeing KFC’s “Pink Buckets” commercial, advertising their latest partnership with the Susan G. Komen Foundation, which is a big name in the fight against breast cancer. When one thinks about KFC, the first thing that comes to mind is fried chicken, and most recently, the infamous Double Down, a calorie-packed sandwich flanked by 2 chicken breasts. In other words, KFC is not associated with health and definitely not associated with women’s health, which should be the Komen Foundation’s first priority.

While this partnership will bring a lot of recognition and money to the Komen Foundation, this partnership is not faring well for their reputation. Many are calling for an end to the partnership, claiming that the Komen Foundation is selling out women’s health in the name of the bottom line. A Facebook Page has even been created, encouraging people to contact the foundation and voice their disapproval.

The controversy definitely ensures that people will be talking about KFC and The Komen Foundation, but the long term affects could ultimately cause a financial loss to both companies. Protecting your company means protecting its reputation. While you may see dollar signs on paper, you should also take the time to see how a partnership may be perceived by the public.

For more perspectives on this issue, check out these articles:

Cause Dissonance: KFC and Komen Buckets for the Cure
Pink Buckets: Big Win or Big Fail