The Lemonhead brand is partnering with the National Breast Cancer Foundation (NBCF) by donating $25,000, releasing a co-branded Pink Lemonade flavor, and hosting an educational pop-up activation in New York City.
Lemonhead has been an active partner in the fight against breast cancer for years, working with Illinois-based chapters of American Cancer Society and Imerman Angels prior to NBCF. The candy’s flavor can help reduce the common chemo side-effect of a metallic aftertaste, and cancer patients often consider the tangy treat to be a bright spot in their day.
To further drive awareness and education about the importance of early breast cancer detection, Lemonhead will take over the Chillhouse spa in SoHo and host a pop-up experience called The Bright Side. Slated for June 23, National Pink Day, the event aims to educate and empower.
NBCF will be onsite sharing educational materials to inspire attendees to prioritize their breast health. True to their mission of Helping Women Now, NBCF will also provide online resources to help educate women about breast self-exams and mammograms.
Lemonhead will provide a range of amenities, including complementary manicures, personalized bracelets and a photobooth. A Lemonhead-inspired pink lemonade mocktail will also be served. The centerpiece of The Bright Side is a Pledge Tree that will grow pink and yellow leaves throughout the day as women mark their commitment to prioritizing their health, and breast cancer survivors commemorate their successes.
Breast cancer advocates often point out that early detection offers the best chance to succeed in fighting the disease. “One in eight women will be diagnosed with breast cancer in her lifetime,” says Brooke Adams, director of charitable giving and strategic partnerships at NBCF. “The earlier a woman knows she has it, the more optimistic she can be in fighting it.”
The event is also emphasizing the importance of accountability partners in following through on one’s health goals. “Women are empowered by the bonds of their friendship in life-changing ways,” Adams says. “That’s why we’re encouraging women to come to The Bright Side with their best gal pal – or sister, or mom – so they can act as mutual accountability partners for each other, not just on National Pink Day, but every day.”
The first step in the partnership was including Lemonhead candy in NBCF’s Hope Kits, which are the care packages the organization shares with its members. The brand's chewy Pink Lemonade candies hit store shelves at major retailers across the U.S. in May and will be available through August 2022.
“As a brand, Lemonhead always looks to the bright side,” says Brand Manager Hope Hruska. “The positive responses we’ve received from women within NBCF’s community reaffirms the meaningful role Lemonhead can play in the cancer space. And we’re striving to grow our impact. Through the pop-up at Chillhouse, our social channels, media outreach and especially our Lemonhead Pink Lemonade product, we can continue to share positivity and support NBCF as they work to make a proactive difference in women’s lives.”