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(RED), a cause-marketing initiative that partners with major corporations to sell red-branded products and raise money and awareness for AIDS relief.
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(RED) products started off as a small campaign to raise money and awareness for those affected by AIDS. Now, it has become one of the most recognized companies. Since it partners with several other major corporation, it has not only been successful in achieving its goal, but beyond by re-defining a basic color. By doing so, it has also made it much easier for the average person to do good by simply buying a product that they would already by in a specific color. So, its desirable in that it allows people purchase items for themselves, but still feel as if they have done some good.