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Posts Tagged ‘exploiting children’

BUY BVLGARI, SAVE CHILDREN?!

In Fashion, Life, Think about this on May 2, 2011 at 4:41 pm

BVLGARI has recently pledged 7.5 Mil to Save the Children Fund, and part of this pledge comes from proceeds of BVLGARI Save the Children Ring sales. The ring retails for $370 and for every ring sold, BVLGARI gives $75 to Save the Children. Among 30 high profile bloggers given the opportunity to be an “embassador” (their rings most likely complimentary) to promote awareness (of the fund or the ring?) is seaofshoes & refinery29.

Could this be possibly another ill designed marketing ploy that exploits world issues, children, and people’s emotions? Support a child, shellout $370 for this subtle badge of honor that lets everyone know you’ve saved children while being on trend.

Granted, I’m not much of a BVLGARI fan–if David Yurman were to do a 100% of proceeds go to charity, you would see me pressing my nose against those glass displays at the store–I’m a bit put off by this. Doesn’t it seem a bit unethical? BVLGARI “pledged” 7.5 mil, each ring generates a donation of $75. I’m sure BVLGARI doesn’t plan on selling 100,000 rings (or do they..? scandalous) to uphold the pledge, but they are still pocketing revenue of $295 per ring sold.

Whatever their motivation maybe (or poor planning by their strategist), this campaign would have been astronomically more exciting were BVLGARI donating all proceeds of the rings sold. They have to fill the pledge somehow and it would have been more notable and raised fewer eyebrows with the all proceeds route.

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