Product Red and Red Vintage T-shirt

Topics: Product Red, The Global Fund to Fight AIDS, Tuberculosis and Malaria, Gap Pages: 3 (1851 words) Published: May 9, 2014
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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...
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