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  • July 2008 (Revised February 2009)
  • Case
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(PRODUCT) RED (A)

By: Youngme E. Moon, Michael I. Norton and David Chen
  • Format:Print
  • | Language:English
  • | Pages:16
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Abstract

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; Philanthropy and Charitable Giving; Brands and Branding; Marketing Strategy; Social Marketing; Social Enterprise; Africa

Citation

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

Youngme Moon

General Management
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Michael I. Norton

Negotiation, Organizations & Markets
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Related Work

    • July 2008 (Revised February 2009)
    • Faculty Research

    (PRODUCT) RED (B)

    By: Youngme E. Moon, Michael I. Norton and David Chen
    • April 2009 (Revised April 2009)
    • Faculty Research

    (PRODUCT) RED (TN) (A) and (B)

    By: Michael I. Norton and Youngme E. Moon
    • March 2009
    • Faculty Research

    (PRODUCT) RED Video (A) & (B)

    By: Youngme E. Moon and Michael I. Norton
    • July 2008 (Revised February 2009)
    • Faculty Research

    (PRODUCT) RED (A)

    By: Youngme E. Moon, Michael I. Norton and David Chen
Related Work
  • (PRODUCT) RED (B) By: Youngme E. Moon, Michael I. Norton and David Chen
  • (PRODUCT) RED (TN) (A) and (B) By: Michael I. Norton and Youngme E. Moon
  • (PRODUCT) RED Video (A) & (B) By: Youngme E. Moon and Michael I. Norton
  • (PRODUCT) RED (A) By: Youngme E. Moon, Michael I. Norton and David Chen
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