Case | HBS Case Collection | July 2008 (Revised February 2009)


by Youngme E. Moon, Michael I. Norton and David Chen


Describes the launch and initial results of the (PRODUCT) RED campaign, a social marketing initiative conceived 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.

Keywords: Investment Funds; Giving and Philanthropy; Brands and Branding; Marketing Strategy; Social Marketing; Social Enterprise; Africa;


Moon, Youngme E., Michael I. Norton, and David Chen. "(PRODUCT) RED (A)." Harvard Business School Case 509-013, July 2008. (Revised February 2009.)