Wednesday, 28 April 2010


product(red) is a big campaign against AIDS in africa. I think this campaign works really well. It takes the colour red and associates it with the red ribbon of aids and general AIDS campaigning. It has simple slogans with (red) inserted to create the words; simple yet to the point. It utilised the power of celebrity to drum up support. It works by various different companies (such as American Express, Apple Inc., Starbucks, Converse, Motorola, Gap, Emporio Armani, Hallmark, Microsoft, and Dell.) creating a product in the red range which is then sold and the proceeds go to a global AIDS fund.

The product(red) campaign is a type of cause marketing -

Cause marketing or cause-related marketing refers to a type of marketing involving the cooperative efforts of a "for profit" business and a non-profit organization for mutual benefit. The term is sometimes used more broadly and generally to refer to any type of marketing effort for social and other charitable causes, including in-house marketing efforts by non-profit organizations. Cause marketing differs from corporate giving (philanthropy) as the latter generally involves a specific donation that is tax deductible, while cause marketing is a marketing relationship generally not based on a donation.

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