RED is the new...red. Once a metonymic reference for communism, RED is now one of the hottest signifiers of capitalistic social responsibility (CSR) in the West. The brainchild of Bono and Bobby Shriver, the RED concept is centered on enlisting companies to create special "red" products, a portion of whose profits -- about 40% to 50% -- is given to the global AIDS fund for its work in Africa. The first RED products were introduced in Britain earlier this year: American Express (Red Card), Nike (special Converse shoe), GAP (Tshirt line) and Armani (who hates all color in his clothes, so he's going with sunglasses).

Success is still to early to tell - but the real success is the recognition by major global brands of the consumer appeal and branding power of social impact.

Check out the WSJ's article on RED