Africa is the New Breast Cancer, Sort Of

By now you've undoubtedly heard about Product RED, Bono and partner Bobby Shriver's effort to harness the marketing budgets of big companies and a rise in "ethical consumption" for the benefit of AIDS sufferers in Africa. (If you haven't, check out this post from Girlawhirl.) Just as breast cancer is associated with pink and big business, essentially a "branded" cause, the fight against AIDs is symbolized by red and also branded.

In fact, it seems that ambitious fundraisers and companies looking for a way to boost brand image have stumbled upon a fail-proof formula for success: take a worthy cause, assign a carefully selected color to it, add a passionate celebrity spokesman, and get companies to sign on with products that are sure to sell.

So, what to make of Product Red and similar ventures? How does branding a cause work economically, and perhaps more importantly for consumers reading, are there any items in the RED product line you might be interested in purchasing? For my attempt at analysis of the profitable philanthropy model, and a run-down on product offerings (including the items with mass appeal as well as items of interest to the discerning fashion customer), continue reading.

PHOTOS: Leave it to Paris Vogue to make the simple tees from the RED line look chic. Polaroids of Mariacarla Boscono and Gemma Ward scanned from Paris Vogue.

THE LOGIC

The campaign's spokesman, Bono, emphasizes the commercial nature of RED. As we will see, it seems it is the commercial nature of the venture that accounts for the success of RED.

A key reason RED has been successful in raising money for The Global Fund is that the majority of the products associated with the RED brand are indeed very commercial (as opposed to chic) in terms of design and appeal, and thus likely to sell well. Targeting the masses to raise money for charity seems a much safer strategy than focusing on the fashion crowd. Mass appeal translates into more sales, and it can be a daunting task to win over the discerning fashion elite. At the same time, Product RED has made an effort to come up with a few offerings which true fashion devotees may be interested in, which is wise as endorsement by the fashion set (however little RED products may get) certainly can't hurt the image of the RED brand. (I also think that it's kind of genius that some of the products, like the red Motorola Razr or red iPod nano, are likely to appeal to customers who don't particularly care for Bono...because there are many, myself included to be honest with you, who suffer from Bono + Africa fatigue.)

For companies, philanthropy for a "profit" is attractive prospect. Attaching a product to a good cause, whether it be the advancement of breast cancer research or the fight against aids, is a way for a company to not only differentiate its product offerings but also to convince consumers to think of its brand in a more positive light. Participation in RED fits well with Gap's strategy to revamp its image, and Nike (which owns RED partner Converse) stands to benefit from associating itself with a cause aimed at helping out the third world. It is perhaps most important, however, to point out that a partnership with RED represents a marketing opportunity for companies that is likely comparable in terms of cost, if not less costly, than traditional marketing campaigns. The products are pretty much all designed to fly off of the shelves, and the marketing legwork (e.g. consumer education about RED, and promotion of the product) has been taken care of by RED, so all that's left for companies to do is to cover the "cost" of lost profit donated to the Global Fund by dipping into their marketing budgets.

THE GOODS

Some of the more "commercial" offerings include the Bono-style sunglasses, the Gap tees, the red Motorola Razr and the iPod nano. According to an employee at Emporio Armani, the Bono merchandise did not move until Oprah did a story about it, after which the products promptly sold out. This would suggest that Emporio Armani regulars are not purchasing these items. However, the general public is extremely interested in them and they're selling, which is all that matters for RED and the participating companies. Also, the red Razr and the red iPod nano were guaranteed to have mass appeal before Apple and Motorola even released them, as customers love new color options and red is a very trendy color at the moment.

There are some RED-branded items that have the potential to be intriguing to fashion followers--namely, dresses designed by Roland Mouret for the Gap (available in the UK and France only), or the Giles Deacon Chuck Taylor's for Converse, the but it's unclear whether the items will actually appeal to them. It's quite possible that, like many products advertised as "design for the masses," they will fall short of the fashion set's expectations. (Paul & Joe for Target, for example, failed to excite discerning fashionistas.) I am not a "kicks" aficionado so I cannot pretend to have a clue as to whether the target demographic finds them appealing, and I have not seen the Mouret dresses in photographs or in person, so I cannot vouch for their appeal. However, I know that I, a devoted follower of fashion, am intrigued upon hearing the names. And I'm impressed that the fashionable French boutique Colette carried the Gap RED tees exclusively in early October.

So, what do you make of RED, or similar commercial charity ventures? Personally, I'm more interested in the fact that this model seems to be working than in buying the products myself. Are any of you considering buying RED products? To any marketers or economists reading, what are your thoughts on branding causes?

And because the fight against breast cancer will never go out of style, be sure to check out Beauty Addict, Fashiontribes, Second City Style, and eBeauty Daily's product picks for Breast Cancer Awareness month.

Comments

[Erika]

Because I'm not a millionaire, I like to give to local charities here in my own community, whether it be my time, money or resources. It is satisfying to actually see my contributions being utilized right here in my own backyard.

But I'm totally for the Breast Cancer Awareness and the RED campaign (and others.) If I have the opportunity to support those causes through something that I was already planning on getting, then I definitely will (like buying the red ipod over another color.)

The only thing that bugs me about this is when the company doesn't tell you the exact dollar amount of their contribution. If I'm buying a $50 product that cost the manufacturer $15 to make and they're contributing $1 to the charity, I'd much rather just donate the $50 myself! Because when they say "a portion" goes to the charity, you just never know!

[scarlettholly]

Bono said something about "people will say we're selling out by using big corporations, and maybe we are, but shit, if we are giving opportunities to people that wouldn't have them, what's the f*!@ing problem." And, actually, I agree with that. Gap's making money, like it always does, but so is some town in Africa. Everyone's a winner. Simplistic I know, but everything is a compromise in life.

[jesspgh]

As a fellow academic who is interested in fashion, I want to say that I really enjoy your blog. The phenomenon of 'corporate social responsibility' (CSR) is of course not a new one. But it is one whose ever changing nuances (and the lengths taken in order to construct and evolve corporate branding in a hyperconfigured way) continue to fascinate me.

[jinius]

I had a similar conversation with a friend about the yellow bracelets associated with lance armstrong and his initiatives w/cancer research. While the campaign has benevolent intentions and it's great to place a cause with a face or a color or a brand, I worry that branding ultimately makes a cause "trendy" and as we all know in fashion, trends come and go.

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