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It's not about slapping on a logo; marketers really connect with passionate consumers
COLOR-CODED SYMBOLS, shorthand for a host of causes, are taking on marketing lives of their own.
What started with red ribbons in support of fighting AIDS has quickly spread: pink ribbons for breast cancer, a yellow bracelet for LiveStrong, a red dress for heart disease, a royal blue bracelet for prostate cancer. The color parade just gets stronger.
"Now when you look at symbols and bracelets, you look at the items that people can show and wear and illustrate their connection to a cause and a brand, says Nikki Korn, VP-cause marketing of Cone, Boston. "With LiveStrong (a program for cancer survivors sponsored by the Lance Armstrong Foundation), even kids can identify. It circles back to a more strategic way to engage consumers and for people to be proud to wear something to support the cause."
Now consumers can choose from a wealth of color-coded products from jewelry and cosmetics to clothing and personal organizing tools marketed by companies aligning with non-profit organizations. Since Nike created and pledged to sell the yellow wristbands in honor of Lance Armstrong last year, it has sold 47.5 million of the bracelets. Nike set a goal to raise $5 million for the cancer foundation through sale of the bracelets, which the LAF says continue to sell at a rate of 100,000 a day. Nike also contributes $1 from every piece of the 10/72 apparel and footwear collection designed in honor of Mr. Armstrong. Last October, National Breast Cancer Awareness Month, Cherry Pepto-Bismol donated $54,000...