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Bite-size Case Study

Product (RED): a consumer and campaign partnership

Published on March 29, 2017 Originally recorded 2009   2 min
0:04
And then I'd like to look at another area which is the (PRODUCT)RED. Although this isn't strictly a not for profit sponsorship, you would probably call it more cause-related marketing. I think it is another good example of how not for profit engagement can create real buzz, real activity, and real marketing opportunities.
0:24
For me, there are a number of very interesting factors around (PRODUCT)RED. Obviously, it's been championed by Bono and so has very much the celebrity appeal and set up obviously to raise money for HIV and AIDS in Africa. But I think what's interesting about it is that it hasn't set up a separate organization to invest that money. The money raised goes into an existing structure called the Global Fund against HIV/AIDS. Their significant, obviously, intangible benefits in that and what it gives is a tremendously impactful marketing platform.
1:00
And we can also see that the results have really being quite impressive over what has been a relatively short period of time. So since March 2006, nearly $50 million has been raised. As we can see here, a broad range of companies have taken part in it, from Gap, American Express, iPod, and so on, seeing the opportunity to create a point of difference within the marketplace to support a cause, to really create that marketing platform that can be so successful. Huge press and PR success. And obviously, continually driven by the figurehead that is Bono, but even so, still a very, very successful activity within a relatively short period of time has really raised the issue ahead and continues to add more corporations who wants to take part in this activity.
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Product (RED): a consumer and campaign partnership

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