DENTON (UNT), Texas -- On football fields and stores shelves, the color pink is about to appear.

October is National Breast Cancer Awareness Month, and no color symbolizes the fight against the disease more than pink.

But the branding method, known as pinkwashing, also poses pitfalls for Susan G. Komen for the Cure and consumers, says David Strutton, a professor of marketing and logistics at the University of North Texas, who is available to discuss the well-recognized campaign with media.

Strutton says the partnership between Susan G. Komen for the Cure and the National Football League in particular has been enormously successful.

"The first time anyone saw these behemoths parading around the gridiron sporting variations of hot pink uniforms the effect was jarring, attention-getting and ultimately revenue-generating, which was the whole point."

Numerous companies and organizations, however, have leached onto the color pink to try to capitalize on the brand, in many cases dishonestly leading consumers to believe their dollars are going to anti-cancer efforts.

"Consequently, today's consumers increasingly need to 'think before they go pink,'" Strutton adds.

Strutton can be reached at 940-565-3123 or David.Strutton@unt.edu.