Describes the start and first results of the (PRODUCT) RED effort, a social marketing initiative conceived of by U2's Bono and Bobby Shriver to battle AIDS in sub-Saharan Africa.
The company licensed the (RED) brand to associate businesses, which initially contained Gap, Apple, Motorola, Armani, and American Express. The business model was planned to benefit partner firms by raising consumer purchases - of (RED)-branded products for example red iPods and telephones - while also leading to increased donations to the Global Fund.
PUBLICATION DATE: July 12, 2008 PRODUCT #: 514S17-HCB-SPA
This is just an excerpt. This case is about SALES & MARKETING
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OPET: Precision Marketing in Uncertain Times
