(PRODUCT) RED (A)
Synopsis
Describes the launch and initial results of the (PRODUCT) RED campaign, a social marketing initiative conceived of by U2's Bono and Bobby Shriver to combat AIDS in sub-Saharan Africa. The company licensed the (RED) brand to partner companies, which initially included Gap, Apple, Motorola, Armani, and American Express. The business model was structured to benefit partner companies by increasing consumer purchases - of (RED)-branded products such as red iPods and phones - while also resulting in increased donations to the Global Fund.
- Copyright:
- 2008 HBS
Book Details
- Book Quality:
- ISBN-13:
- Publisher:
- Harvard Business Publishing
- Date of Addition:
- 2016-08-03T03:58:43Z
- Language:
- English
- Categories:
- Usage Restrictions:
- This is a copyrighted book.