Business partner

Filofax is doing its best to keep the Breast Cancer Campaign in the pink.

If it's pink, it must be breast cancer. The colour has practically been patented by charities working in this area, and Breast Cancer Campaign's cause-related marketing partnership with Filofax continues the fuchsia-toned theme.

The relationship kicked off in 2004, when Filofax launched a branded pink organiser, 10 per cent of the price of which was donated to the charity.

The range has since expanded to include a matching pink pen and a number of pink leather products such as a purse, an accessory case and a passport cover. More than 150,000 items have been sold in the past three years, including 88,000 in 2006. Fundraising has broken through the £250,000 barrier.

But the diaries do more than raise money. They also contain information about the charity and breast awareness messages. "The diary element makes the product much more related to the charity and the user group because of the ability to customise the product and make it very practical," says Ron Laing, managing director of Filofax.

For Filofax, 63 per cent of whose customers are women, the female-specific cause has proved very appropriate. "We are aware of the impression that a pink product leaves," says Laing. "While pink is the corporate colour of the charity, we would see this as an ongoing arrangement."

So as long as sales remain strong and personal organisers can hold their own against Blackberrys and palm-tops, the partnership looks set to continue.

"We want to vary the products and keep the market stimulated," says Laing.

"On an annual basis, we'll be looking to see if there is enough demand for the same product in the marketplace, and maybe we'll be fine-tuning it a bit."

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