Describes the start and first results of the (PRODUCT) RED campaign, a social marketing initiative conceived of by U2's Bono and Bobby Shriver to fight AIDS in sub-Saharan Africa. The company licensed the (RED) brand to partner businesses, which initially included Gap, Apple, Motorola, Armani, and American Express.
The business model was structured to help partner firms by increasing consumer purchases - of (RED)-branded products including reddish iPods and phones - while also resulting in increased contributions to the Global Fund.
PUBLICATION DATE: March 01, 2009 PRODUCT #: 509724-VID-ENG
This is just an excerpt. This case is about SALES & MARKETING
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