Product Red
Amy Brower
MKTG100
May 31, 2014
(Product) RED
1. Do you think a partnership with (Product) RED can improve Gap’s image? Is it a sign that they are making a commitment to corporate social responsibility or do you agree with critics who say their involvement is an attempt to spit-shine the company’s image while continuing to do business as usual?
I do believe that partnering with (Product) RED can and did improve Gap’s image. I believe that any company that helps with benefiting The Global Fund to help fight against HIV/AIDS in Africa and other countries will help it’s own image as well. It is called Conventional morality. It shows, that as a whole, the company finds it a meaningful cause and that other people will too. I believe it’s a little bit of making a commitment and improving the company’s image in one – and I don’t think there is anything wrong with that. If you owned a business and could help a meaningful cause while improving your business, wouldn’t you do it, too?
2. Describe the various types of technology that have contributed to the media coverage, marketing efforts, and public discussion of the RED campaign.
There were so many different types of technology involved during the RED campaign. Paparazzi taking pictures of Oprah and Bono shopping while Oprah’s wearing an INSPI(RED) shirt, which I think really started the buzz. Pictures circulated on the internet, and she made it a trend. I still remember wanting an INSPI(RED) shirt when the RED campaign was going on. It happened in 2004, I was in fourth grade and didn’t even know what it was for, but one thing I did know was that I wanted one.
(Product) RED made their own website (www.joinred.com) and even created a Myspace account that now has over 600,000 friends. Motorola and Apple both introduced new RED products in honor of the campaign.
These last two questions fall under the Pyramid of Corporate Social Responsibility. These companies are looking at it at all different angles – are we being
MKTG100
May 31, 2014
(Product) RED
1. Do you think a partnership with (Product) RED can improve Gap’s image? Is it a sign that they are making a commitment to corporate social responsibility or do you agree with critics who say their involvement is an attempt to spit-shine the company’s image while continuing to do business as usual?
I do believe that partnering with (Product) RED can and did improve Gap’s image. I believe that any company that helps with benefiting The Global Fund to help fight against HIV/AIDS in Africa and other countries will help it’s own image as well. It is called Conventional morality. It shows, that as a whole, the company finds it a meaningful cause and that other people will too. I believe it’s a little bit of making a commitment and improving the company’s image in one – and I don’t think there is anything wrong with that. If you owned a business and could help a meaningful cause while improving your business, wouldn’t you do it, too?
2. Describe the various types of technology that have contributed to the media coverage, marketing efforts, and public discussion of the RED campaign.
There were so many different types of technology involved during the RED campaign. Paparazzi taking pictures of Oprah and Bono shopping while Oprah’s wearing an INSPI(RED) shirt, which I think really started the buzz. Pictures circulated on the internet, and she made it a trend. I still remember wanting an INSPI(RED) shirt when the RED campaign was going on. It happened in 2004, I was in fourth grade and didn’t even know what it was for, but one thing I did know was that I wanted one.
(Product) RED made their own website (www.joinred.com) and even created a Myspace account that now has over 600,000 friends. Motorola and Apple both introduced new RED products in honor of the campaign.
These last two questions fall under the Pyramid of Corporate Social Responsibility. These companies are looking at it at all different angles – are we being