Pink will be on everyone’s lips this October, with Mount Franklin turning its lids pink once again to celebrate Breast Cancer Awareness Month in support of the McGrath Foundation.

Mount Franklin, Australia’s premium spring water brand, and one of the Top 10 Most Trusted brands in Australia* will donate $250,000 to the McGrath Foundation in 2010 to help fund McGrath Breast Care Nurses in communities right across Australia and also help educate young women to be breast aware.

Rena Chatterjee, Coca-Cola Amatil’s Marketing Manager, Water, said that Mount Franklin has long been involved with the breast cancer cause, turning its lids ‘pink’ in October, Breast Cancer Awareness Month.

‘We’re thrilled to build this partnership with the McGrath Foundation as the next phase of the Mount Franklin pink lids campaign,’ Ms Chatterjee said.

‘We have enjoyed a wonderful partnership with the National Breast Cancer Foundation (NBCF) over the past four years which has seen more than $1 million in funds going towards breast cancer research.

‘We are still very committed to supporting the breast cancer cause, and after a long, valuable and productive relationship with the NBCF, Mount Franklin is excited to be able to focus on a different aspect of the breast cancer experience, the vital need for support for women and their families.

‘McGrath Breast Care Nurses provide support to women diagnosed with breast cancer and their families from diagnosis right through their treatment and beyond, in rural, city and regional communities throughout Australia. This is a very important support service and we’re very proud to help through our Mount Franklin campaign.’

Tracy Bevan, Executive Director of the McGrath Foundation, said the Mount Franklin pink lids in the market in October will be another sign of the growing breadth of McGrath Foundation supporters and another example of a McGrath Foundation Corporate Friend using their marketing clout to help spread the Foundation’s message of breast awareness and support.

“We’re proud to partner with such a community-minded business like Coca-Cola Amatil and we believe that Mount Franklin will help us get one step closer to achieving Jane’s dream of every Australian woman diagnosed with breast cancer and her family having access to a breast cancer nurse.’

The partnership with the McGrath Foundation will see Mount Franklin placing the McGrath Foundation’s logo and signature nurse icon on Mount Franklin pink bottles. The logos will be on Mount Franklin Still Water and Lightly Sparkling, appearing in fridges from September 2010.

Mount Franklin will undertake a major marketing launch to help promote its new partnership with the McGrath Foundation. Mount Franklin products will be provided to various McGrath Foundation community events, further supporting the Foundation’s strong ties to community-driven initiatives.

* Millward Brown survey 2010