Red Monday: Cause Marketing for the Bubble Generation

When it comes to making a social or political statement, T-Shirts, buttons and bumper stickers are out.  "Cause products" are in.  U2's Bono continues to test the boundaries of his street cred, and the acquisitive impulses of the Bubble Generation, with his Product Red campaign to fight Aids, tuberculosis and malaria in the developing world.  Tapping consumer purchasing power to serve worthy causes is nothing new of course--in fact, the hunt for red in October is not the only action this month, with Pink for October raising funds and awareness for a cure for Breast Cancer.  But, it is instructive to note that savvy marketers are triangulating celebrity, causes and iconic products in new and powerful ways.

   

Leading off the Red brigade are products from Motorola--the RED MOTORAZR and RED MOTOSLVR phones, the Red Apple Nano, fashion and accessories as part of the capsule collection from Emporio Armani, various Chuck Taylor® All Stars from Converse, a limited edition line of clothing and accessories from The Gap and the Red American Express card.  Each of these products gives some part of proceeds to the Red campaign.

Beware, however, not all red products are Red products.  The only people making money off of the slightly sleazy Cocaine energy drink are the entrepreneurs behind the beverage.  If you thought some money was going to the war on drugs, you'd be wrong.