(RED)
Published on
Author: Erika Lastovskytė
One of the best cause related marketing campaigns I saw ever is (RED). It is simple and clear though it is about making money, money for fighting AIDS in Africa. The campaign was launched by Bono joined with Bobby Shriver in 2006. (RED) enters into partnerships with major corporations to create and market unique products then donate profits to the Global Fund.
These corporations – including GAP, Converse, Apple, American Express, Dell, Hallmark and others – have produced various luxury goods under the (RED) brand and by buying those consumers donate to the good cause. Everybody wins – companies get more loyal customers and better image, consumers get unique products and people in Africa get actual help.