
Have you heard about (RED)? If not, have a quick look at the website.
The basic idea is: “If you buy a (RED) product or sign up for a (RED) service, at no cost for you, a (RED) company will give some of its profits to buy and distribute anti-retroviral medicine to our brothers and sisters dying of aids in Africa.�.
According to themselves, (RED) it is not charity, it is a business model. The (RED) companies provide luxury products: clothes, shoes, credit cards, cellphones and iPods. Now luxury consumers can choose (RED) to contribute to the world in some way.
(RED) has a good looking graphic, strong. It is also nicely adapted by the participating companies. I had a look at these companies and i have to say they are all applying the concept very well, off course, it is also a nice marketing opportunity for them. They didn’t just apply the label to one of their products, they really designed a whole new product or collection about it, you can even design your own shoe at the converse website! Altough the products don’t have to look red, they all provide a recognizable link. I guess soon choosing (RED) will be the ‘hip’ thing to do.

Since red truly is my color and i’m such a caring woman (I absolutely am!) i’m already thinking of my very own (RED) product… I already own an iPod, the (RED)phone maybe? But my cellphone is in perfect shape, don’t need a new one! There we go again, luxury, grrr… Why can’t they provide (RED) coffee or something?
