Product Red and Red Vintage T-shirt
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CASE EXAMPLE
(PRODUCT) RED and Gap
(RED) was created by Bono and Bobby
Shriver, Chairman of DATA, to raise awareness and money for The Global Fund by teaming up with the world’s most iconic brands to produce (PRODUCT) REDbranded products. A percentage of each
( PRODUCT) RED product sold is given to
The Global Fund. The money helps women and children with HIV/AIDS in Africa.1
The (RED) initiative was set up in early 2006, with Rwanda selected as the initial country to benefit from sales of the (RED) products. The first products launched in the UK were the (PRODUCT)
RED American Express card and a
(PRODUCT) RED vintage T-shirt from
Gap launched in March 2006. Other companies joining the scheme included
Source: http://www.joinred.com/manifesto.asp.
Motorola, Converse, Apple (introducing a
(PRODUCT) RED iPod) and Emporio
Armani. There was also a special (PRODUCT) RED
Ad Age figure of 100 million was merely a ‘phantom edition of the Independent, guest edited by Bono. number pulled out of thin air’.
Support for the (RED) campaign has come from Bill
An article in the Independent went on to do its own
Gates, interviewed in Advertising Age: ‘Red is about mathematics, concluding that the figure raised was saving lives . . . if there’s not enough money to buy
$25 million in six months and that, on an advertising drugs, people die, and so we can say, “Hey, let’s investment of $40 million, this was a ‘staggeringly good just let that happen,” or we can take all the avenues rate of return’. available to us.’ He acknowledged that this included
They went on to argue:3 governments being more generous, but also believed that consumers wanted ‘to associate themselves what the RED initiative has set out to do – and with some success if $25 million in six months is half the profits RED with saving lives’ and that what Gap or Armani products would have made – is create a stream of
10/15/08
11:42
Page 117
117
CASE EXAMPLE
(PRODUCT) RED and Gap
(RED) was created by Bono and Bobby
Shriver, Chairman of DATA, to raise awareness and money for The Global Fund by teaming up with the world’s most iconic brands to produce (PRODUCT) REDbranded products. A percentage of each
( PRODUCT) RED product sold is given to
The Global Fund. The money helps women and children with HIV/AIDS in Africa.1
The (RED) initiative was set up in early 2006, with Rwanda selected as the initial country to benefit from sales of the (RED) products. The first products launched in the UK were the (PRODUCT)
RED American Express card and a
(PRODUCT) RED vintage T-shirt from
Gap launched in March 2006. Other companies joining the scheme included
Source: http://www.joinred.com/manifesto.asp.
Motorola, Converse, Apple (introducing a
(PRODUCT) RED iPod) and Emporio
Armani. There was also a special (PRODUCT) RED
Ad Age figure of 100 million was merely a ‘phantom edition of the Independent, guest edited by Bono. number pulled out of thin air’.
Support for the (RED) campaign has come from Bill
An article in the Independent went on to do its own
Gates, interviewed in Advertising Age: ‘Red is about mathematics, concluding that the figure raised was saving lives . . . if there’s not enough money to buy
$25 million in six months and that, on an advertising drugs, people die, and so we can say, “Hey, let’s investment of $40 million, this was a ‘staggeringly good just let that happen,” or we can take all the avenues rate of return’. available to us.’ He acknowledged that this included
They went on to argue:3 governments being more generous, but also believed that consumers wanted ‘to associate themselves what the RED initiative has set out to do – and with some success if $25 million in six months is half the profits RED with saving lives’ and that what Gap or Armani products would have made – is create a stream of