The purpose of this study is to examine the perceptions of and associations with the color pink in both a traditional and a modern non-traditional marketing context. That is, what traditional associations do people have with the color pink in contrast to what modern new associations have developed with the color pink as we see it today.The research question presented in the study is: “How is the use of the color pink perceived today in a marketing context in comparison to the traditional associations that the color has had historically?”  The theories of the study are: Associative learning, Sensory marketing and Brand theory. Furthermore, colors in marketing and traditional associations with the color pink are discussed. This is a qualitative study based on 31 semi-structured interviews conducted via face-to-face meeting, Zoom-meeting, and telephone call. The informants were selected based on a convenience sample.In conclusion the study indicates that shades of the color pink is the leading factor in shifting people's behavior toward the color and that currently the color pink represents a creative role in various marketing contexts.