(PRODUCT) RED (A, B)

Authors: Chen, David; Moon, Youngme; Norton, Michael
Source: Harvard Business School
Year: 2008
Number of pages: 17 (A), 2 (B)

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Abstract:

These cases describe the launch and initial results of the (PRODUCT) RED campaign, a social marketing initiative conceived of by U2's Bono and Bobby Shiver 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.