Wiper blades with a cause
The folks behind the AutoTex Pink wiper blades tell me the blades are sized to fit 85 percent of heavy-duty trucks on the road, as well as all manner of autos — but that’s not the most interesting thing about them.
The idea behind the blades comes from wiper-blade manufacturer Wexco Industries cofounder Paula Lombard, who wanted to create an automotive product that would benefit breast cancer. “I wanted to create something that benefits women and breast cancer research,” she says. “You see many products that benefit breast cancer, but not in the automotive industry [Convoy for a Cure events, upcoming in September and October, notwithstanding]. 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.”
Lombard, via Women’s Business Enterprise National Council’s local chapter meetings, ended up partnering in the AutoTex Pink effort with Kathy Orbe, owner of Encore Design in Montclair, N.J. Encore specializes in the package design & branding of consumer products. “We designed the package graphics and a striking ‘Wipe -Out Breast Cancer’ mark for use on the packaging and all collateral sales materials,” says Orbe.