MGM opens cause campaign

LOS ANGELES: MGM Consumer Products partnered with Susan G. Komen for the Cure to launch "Pinkitude," a multi-level cause initiative, on August 14.

LOS ANGELES: MGM Consumer Products partnered with Susan G. Komen for the Cure to launch “Pinkitude,” a multi-level cause initiative, on August 14. Inspired by the MGM character the Pink Panther, the Pinkitude campaign, which includes Phantom of the Opera actress Emmy Rossum as spokeswoman, works to educate young women and teens about breast cancer, and includes a clothing line created for the campaign, called Pinkitude, where 5% of proceeds will go to Susan G. Komen for the Cure.

A Pinkitude pop-up store opened in Los Angeles August 16 at clothing boutique XIN, and Rossum has already jumped into her duties, appearing at the August 14 kick-off party at LA event venue, Zune. The actress will also be available for interviews with the media.

“She's really a key person to reach out to that demographic,” said Jeff Pryor, EVP of corporate communications for MGM. Other planned initiatives to reach out to the demographic include participation in Facebook and MySpace, the creation of online Pink Panther avatars, and a Pinkitude Web site.

“It's a very satisfying thing for a studio to do, to find ways to take a brand and get behind and support a worthwhile cause like this,” Pryor added.

The campaign will run through October, which is breast cancer awareness month.

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