Dell Joins The (Product) RED Campaign
Chris Skleryk — January 24, 2008 — Marketing
References: joinred & crunchgear
There have been many companies(Gap, Converse, American Express, Apple) who have signed on with (Product) Red, now Dell as of January 31st will make their Products “Red†in support of AIDS in Africa. Available to (You) the consumer on the Dell website or at your local Best Buy.
Some of the products that Dell will brand with RED are the XPS M1530 and XPS M1330, both products contributing $50 each to the Global fund. As well the 948 All-in-One printer will contribute $5 to the global fund.
Some of the products that Dell will brand with RED are the XPS M1530 and XPS M1330, both products contributing $50 each to the Global fund. As well the 948 All-in-One printer will contribute $5 to the global fund.
Trend Themes
1. Product Red - Dell joins the Product Red campaign, signaling the growing trend of businesses supporting social causes.
2. Branded Philanthropy - Companies like Dell are embracing the opportunity to align their products with charitable causes, creating a new trend of branded philanthropy.
3. Consumer Activism - The rise of Product Red and other similar campaigns highlights the increasing importance of consumer activism in driving social change.
Industry Implications
1. Technology - The technology industry has the opportunity to leverage its products to support charitable causes and enhance its brand image, as demonstrated by Dell joining the Product Red campaign.
2. Retail - Retailers can partner with charitable organizations to offer branded philanthropy products, creating a unique selling proposition and attracting socially-conscious consumers.
3. Printing - The printing industry can explore collaborations with charitable foundations to develop printers or ink cartridges that contribute a portion of sales to charitable causes, fostering positive brand perception.
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