writer: liz werner
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Apple · American Express · Converse
Emporio Armani · GAP Inc. · Motorola
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For decades the business world has been summed up by
the simple phrase, “It’s a jungle out there.” One doesn’t
need an MBA degree to understand the truth of this old
adage. However, instead of seeing a cut-throat, bottomline
motivation for the almighty dollar, we should
all rub our eyes and adjust our vision for something
new. (PRODUCT)RED combines innovation with a
profound sense of humanity into a business brand that
is not only making money, but is also committed to
fight AIDS in Africa.
(PRODUCT)RED, more commonly referred to as
(RED), is the creation of Bono, lead singer of U2,
and Bobby Shriver, chairman of Debt, AIDS, Trade,
Africa (DATA). The two co-founded (RED) to engage
businesses and consumers in the fight against AIDS
in Africa. Companies who have become partners
designate certain items as (RED) products. They then
direct a portion of the profits from those products to
the Global Fund, which invests the money into AIDS
programs in Africa. |
Bobby Shriver and Bono launch (PRODUCT)RED: Motorola phone.
photo | Daniel Berehulak/Getty Images |
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Images | courtesy of GAP, Inc. |
(RED) launched in the United States in October 2006.
Partnering companies have made a five-year commitment
to participate, which ensures continual private sector
support for the Global Fund. The contribution to the
Global Fund from (RED) products is $25 million and
counting. "[(PRODUCT)RED] is the future of publicprivate
partnership as it leads to initiatives which are
sustainable because all stakeholders benefit. [It is] effective
because each partner does what they do best," says Dr.
Richard Feachem, executive director of the Global Fund
from July 2002 until April 2007.
Partnering with (RED) is an impressive list of companies,
celebrities and media outlets; all of whom have something
unique to offer the brand. From cell phones and iPods
to sneakers and clothing, the range of (RED) products
provides consumers with several ways to exercise their
buying power. Prominent celebrities, including Don Cheadle, Christy Turlington and Steven Spielberg,
have lent their name and face to promoting (RED). |
| On the popular Internet friend network, MySpace,
(RED) has over 600,000 friends - the majority of which
are individuals who have joined to support (RED) and
meet others who do the same. "The cool thing about
MySpace is they can all get in touch with each other,"
Shriver says. "You know 4,000 [of our friends] flew to a
[U2 concert] in Honolulu and tailgated in the parking
lot. No one ever said a word to them; they did it on their
own. It was unbelievable." |
the contribution to the global fund
from (red) products is $25 million
and counting. |
“If people start to think about their daily
purchases, not their charitable giving,
but their daily purchases … that’s [who]
(RED) people are.” |
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Not only is there a connection between the consumers who
support (RED), but there is also one among the companies
involved. "Some cool things have happened within the
partnerships," Shriver explains. "In Motorola TV ads, the
people . are wearing Gap shirts, and you know Gap didn't
pay for that. Gap started to sell a bunch of Converse shoes,
which they had never done before. The companies [are] not
only embracing us, but embracing each other."
The notion of an embrace seems an unlikely sentiment to
use in the same sentence as "business;" however, it seems
to be central to the spirit of the (RED) brand - right down
to the logo. "We want to grow and sustain the brand, [and]
we want those parentheses around the word, 'red', which
we call the embrace . to be famous," says Tamsin Smith,
president of (PRODUCT)RED.
Shriver is trying to find more products that people
use every day to brand as (RED) "like chewing gum,
toothpaste, shampoo and lipstick." Along with increasing
the amount of money given to the Global Fund, he hopes
the addition of such products will encourage consumers
to think about their purchases in more socially conscious
terms. "If people start to think about their daily purchases,
not their charitable giving, but their daily purchases .
that's [who] (RED) people are." |
President of (PRODUCT)RED Tamsin Smith.
photo | Jason Elias
The soon to be famous red parentheses are on the wall in
the (RED) office in Los Angeles.
photo | Jason Elias |
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