This Valentine's Day, two Reds are wooing the hearts of shoppers: Product Red to fight AIDS, and the American Heart Association's Go Red campaign. While this has the potential to confuse shoppers, that's not necessarily a bad thing. Both are cause-related marketing campaigns to fight disease. The positive exposure Product Red gets can only burnish AHA's brand, and vice versa. (Likewise with negative exposure, but that hasn't happened.) Direct competition is unlikely. In other words, if a shopper buys a Red T-shirt, it doesn't mean she won't buy a Red Dress Swarovski pin.
-Steve Adler
Cause For Concern
In his just published new book, Charity Brands CEO Stephen M. Adler gives a look at one of the most inventive minds in the industry, and recounts his experiences developing some of the world’s most-recognized non-profit/corporate programs and sponsorships, providing a background and analysis of programs developed by others in cause-related marketing, a market segment that will grow to $1.34 billion in 2006, a 20.2% increase over 2005. Purchase book here.
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