A Brilliant Marketing Ploy In (RED)

an article i read yest, prices are in USD btw

January 02, 2007

The items might be expensive, but the money is well spent

People ask for help in so many ways. There's the Salvation Army, Goodwill, toy drives at stores and schools, and then there's (Product) RED. (RED) doesn't ask for help. (RED) asks for awareness of HIV/AIDS.

It is simply ingenious. It targets what we are: consumers. How it works: If you buy a Giorgio Armani product that is (RED), Armani shares a portion of its take with (RED). (RED) then takes the money and purchases AIDS/HIV medicines to distribute to those in need in Africa.

All of this happens because you bought something you wanted that was tagged by (RED). At JoinRED.com, you can even see your altruism at work with the (RED) Impact Calculator. A project of Bobby Shriver and U2's Bono, (RED) has aligned with all that is fashionable: iPod, Motorola, Gap, Converse, Giorgio Armani and American Express. Myspace (www.myspace.com/joinred) and AIM sponsor (RED), as well.

And the (RED) network is still growing.

Among the (RED) products now available are Gap jeans for $150 and cashmere hoodies for $265; design-your-own Converse Chuck Taylors for $60 or designer Mudcloth Chucks for $295; an iPod Nano for $199. Admittedly (RED) products are expensive, but no more expensive than other designer goods. If you're going to buy these companies' products, why not buy something that will help others? "You, the consumer, can take your purchase to the power of (RED) simply by upgrading your choice. ... What better way to become a good-looking Samaritan,' said (RED) founders Bono and Shriver on the project's Web site.

One of the things that is appealing about (RED) is most of the products can be personalize, like the back of your iPod Nano. Monogramming your iPod could deter thieves. Besides your name, you also can apply quotes or messages on to your purchases.