Pine Brook, NJ: A product for a cause is not unusual, but an automotive product that targets women AND supports a cause is. That’s why five woman-owned businesses have joined forces to promote AutoTex PINK Windshield Wiper Blades which benefits breast cancer research through the National Breast Cancer Foundation and the Breast Cancer Society of Canada.
The idea for AutoTex PINK came from Paula Lombard who wanted to create an automotive product that would benefit breast cancer. As the co-founder of WEXCO Industries, manufacturers of windshield wiper blades and windshield wiper systems, she knew such a product would be different than anything on the market.
“I wanted to create something that benefits women and breast cancer research,” said Paula Lombard, founder of AutoTex PINK. “You see many products that benefit breast cancer, but not in the automotive industry. I thought that a windshield wiper blade that tied into the female market would give us a unique opportunity. Plus our product benefits the cause year-round, not just in October, which is breast cancer awareness month.”
As a certified WBENC woman-owned business, WEXCO Industries and Lombard regularly participate in Women’s Business Enterprise National Council local chapter meetings. During one of those meetings, Lombard met Kathy Orbe, owner of Encore Design in Montclair, NJ. Encore specializes in the package design & branding of consumer products. Lombard chose Encore for their expertise in retail packaging and experience/understanding of the automotive category. Lombard asked Encore to create and establish the brand standards through development of a logo, related graphics and packaging for their brand… and AutoTEX PINK was born! The eye-catching design includes a large pink ribbon signifying breast cancer awareness and a clear description of AutoTex PINK’s affiliation with the National Breast Cancer Foundation.
Encore's challenge was to develop the AutoTex PINK brand and packaging visuals based on a cause-related marketing strategy targeting female consumers in the predominantly male automotive category. “We designed the package graphics and a striking "Wipe -Out Breast Cancer" mark for use on the packaging and all collateral sales materials,” said Orbe. “Encore provided Wexco with the vital tools needed for their roll-out. We enabled them to present a powerful and unique brand image to customers at PINK's inception. Our team truly enjoyed being the creative force behind AutoTex PINK’s package design & branding and working with Wexco to develop this unique brand.”
To sell and promote the new windshield wiper blade, Lombard began working with Kathy Collins a principal of Excelerated Performance of Cranbury, NJ. She suggested to Lombard that they also create an online social community site devoted to women and their cars. Soon after, MyAutoTexPINK.com was born.
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