Added On: Friday, February 03, 2006

Bono's Red Revolution

Consumers with a conscience will soon have a new choice when looking for guilt-free shopping opportunities. American Express, Gap, Giorgio Armani and Converse are joining forces with Bono to sell their wares under the Product Red brand and dedicate some of the proceeds to fighting HIV/Aids in Africa. The initiative is expected to raise tens of millions in the next 18 months for programs targeted on women and children, but is also part of a revolution in marketing that other companies will study closely.

Product Red will be launched in the UK next month with an Amex credit card that contributes 1 per cent of what is spent up to $8,800 and 1.25 per cent on anything more. It will be followed by Gap T-shirts made in Lesotho, wraparound Emporio Armani sunglasses with a Red logo, Converse sports shoes made with African cloth and further products to be announced.

...Product Red [allows retailers] to bathe in the halo effect of Bono's star status and the satisfaction of doing good in Africa. And rather than spend millions on conventional advertising, the companies involved hope that customers will flock to them through the buzz generated by the campaign (including the free media coverage).

Check out the Red Campaign *
Source: The wag Newsletter*


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