Product Red

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(Redirected from
Product RED
)

Product Red
One Campaign)
Introduced20 January 2006; 18 years ago (2006-01-20)
MarketsWorldwide
Websitered.org
Logo of the company Red

Product Red, stylized as (PRODUCT)RED or (PRODUCT)RED, is a licensed

SAP, Beats Electronics, and Supercell
.

The concept was founded in 2006 by

One Campaign and DATA. The Global Fund to Fight AIDS, Tuberculosis and Malaria
is the recipient of Product Red's money.

As part of a new business model, each partner company creates a product with the Product Red logo.[2] In return for the opportunity to increase revenue through the Product Red license, up to 50%[clarification needed] of profits gained by each partner is donated to the Global Fund.[3][needs update] Such an amalgamation of humanitarian aid and for-profit businesses is one example of "ethical consumerism". In 2012, One Campaign acquired Red as a division of One.[4] Both organizations were co-founded by Bono and Shriver.[5]

Since 2020, Product Red has been used in the global fund to combat the COVID-19 pandemic.

The Global Fund

Created in 2006,

Jony Ive and Marc Newson hosted an auction at Sotheby's to raise millions for the fund.[10][11] The event was attended by major celebrities including Bono, The Edge, Hayden Panettiere, and Courtney Love.[12]

Products

A Product Red iPod Nano, one of the products included in Product Red

Products include:[13]

  • Bugaboo International. A design company that makes pushchairs for infants and toddlers. Bugaboo contributes 1% of its total revenue to The Global Fund.[14]
  • American Express Red card. Launched in 2006. 1% of spending is donated to the Global Fund.[15]
  • Gap sells a line of merchandise including T-shirts, jackets, scarves, gloves, jewelry, bags, and purses. Gap donates 50% of all Product Red profits directly to the Global Fund.[16]
  • Converse is selling a shoe made from African mud cloth.[17]
  • Emporio Armani products that include clothes, jewelry, perfume, and accessories. 40 percent of the gross profit goes to the Global Fund.[18]
  • Razr mobile phones, with a 50% profit of each purchase going to the Global Fund.[19]
  • Canon
    released a version of their SD990 camera along with a leather case in 2008/2009. Only 500 were produced.
  • The Independent newspaper is in partnership with Product Red. this partnership was launched in May 2006 by publishing a special issue of the newspaper and 50% of the revenue of this issue was donated to the Global Fund.[20]
  • The Hotel Café tour is presented by
    MySpace
    and Product Red.
  • Apple Inc. released a special edition iPod Touch 5th generation with a Product Red theme. Subsequently, they have released several Product Red devices and accessories. On 29 October 2013, Apple created and donated a one-of-a-kind Red Mac Pro computer which was auctioned by Sotheby's at the Red Auction on 23 November 2013 for $977,000 (Sotheby's had estimated it would bring $40,000-60,000).[21] A one-of-a-kind pair of solid gold Apple EarPods were auctioned for $461,000.[22] Apple sold a Product Red iPhone XR and claims to have donated almost $250 million to the Global Fund.[23] The red iPhone 11, the red iPhone SE (2nd generation), the red iPhone 12, the red iPhone 13, the red iPhone SE (3rd generation), and the red iPhone 14 are also part of Product Red.
  • Nike has released a special line of red shoelaces, with the profit going to the charity. Their motto is "Lace up, save lives."[24]
  • Hallmark has introduced greeting cards that are Product Red.[25]
  • In a partnership with Microsoft, Dell announced that it would manufacture versions of its computers (XPS One, XPS M1530, and XPS M1330) that would come with a Product Red version of Windows Vista Ultimate preinstalled. The company also released a Product Red printer.[26]
    • Microsoft would later release the Product Red version of Windows Vista Ultimate as a standalone product.[27]
  • Girl Skateboard Company
    released a two-part deck series with a Product Red graphic. A share of the profit goes to the charities.
  • Starbucks participated during their 2008 holiday promotion. For every beverage bought on December 1 (World AIDS Day), 5 pennies went to Product Red. Starbucks also offers the Red Card, and donates five pennies every time the card is used.[28]
  • The Killers write a Christmas song every year, with the latest being "I'll Be Home For Christmas" and a compilation album of all their Christmas singles called "Don't Waste Your Wishes", in aid of Red. One hundred percent of profits are given to the charity.[29]
  • Monster Cable made special edition of Beats by Dr. Dre Solo HD with name Solo HD Product Red.[30][31]
  • Carolina Bucci has created a special edition of her gold and silk Lucky bracelets. 50 percent of the profit goes directly to the Global Fund.[32]
  • Tourneau created two special edition watches, with 15% of the retail price contributed to The Global Fund to Fight AIDS, Tuberculosis and Malaria.[33]
  • Belvedere vodka produces special edition Product Red bottles which is designed by South African Artist, Esther Mahlangu. A portion of the proceeds go to Product Red.[34]
  • Head produces special Red tennis bags as part of the Product Red project.[35]
  • In 2014, U2 released a charity single "Invisible", and a Super Bowl commercial to announce the partnership between Red and Bank of America.[36][37]
  • In 2014, some
    Cut the Rope 2, The Sims FreePlay and Clash of Clans added a Red update for a limited time (November 24 - December 7), in which, the 100% of the money spent on the app or making an In-App Purchase will go to the Global Fund.[38][39]
  • In 2017, Amazon created a Red limited edition of the Echo speaker to support the Global Fund.[40] In November 2020 a newer version of Echo Product Red was revealed.[41]

Criticism

Product Red has been widely criticized for not having an effect proportional to the advertising investment, for being much less efficient than direct charitable contribution,[42] and for having a lack of transparency with regards to the amount of money going to charity as a percentage of every purchase. Some critics argue that a retail middleman between donor and charity is unnecessary; donors should just give.[43]

For example, some argued that Gap's website encouraged consumption of the products, thus encouraging companies to use the product for publicity rather than social responsibility.[44] While Product Red has helped give funds and attention to the problem, it does not form a relationship between the donors and recipients. Scholars argue that this sacrifices the purpose of movements such as Product Red.[45] Jessica Wirgau, a professor at Virginia Tech stated that, "Red not only misses the opportunity to promote civic engagement with its audience but also ... gives corporations the power to decide which causes should be supported and to what degree".[45]

Another critique is that Product Red's expansion into traditional fundraising techniques, such as art auctions, undermines its claim to be a different and more sustainable approach to raising money for AIDS.

AIDS sufferers meant that large amounts of the money will ultimately end up with pharmaceutical companies "unwilling to distribute their drugs for free".[47] Many accuse the campaign of profiting by using diseases as a marketing vehicle,[47] for being "cause branding" rather than corporate social responsibility.[48] In the Stanford Social Innovation Review, Mark Rosenman wrote that it was an "example of the corporate world aligning its operations with its central purpose of increasing shareholder profit, except this time it is being cloaked in the patina of philanthropy."[49]

The National Labor Committee for Worker and Human Rights criticized Product Red for its links with Gap,

anti-sweatshop organization Labour Behind the Label states that Gap has "come further than many"[51] clothing companies to counter exploitation.[52] Gap's Product Red clothes are made in Lesotho rather than China, going beyond the requirements of Product Red. Labour Behind the Label criticized Product Red for not requiring more measures to protect the rights of the workers who make their products.[51]

Data released in 2007 by

The Global Fund.[42] In July 2010, however, Red claimed to have raised over $150 million.[53]

In an attempt to combat the critics, particularly regarding Product Red's Transparency, around 2008, they implemented a calculator to show consumers how many doses of treatment would be received with the purchase of a Red Product.[54] With this, some have stated that, "the campaign offers the illusion of activism without requiring behavioral changes or political engagement". While this critic shows that there are negative aspects of this program, he also states that "it finds a way to generate something positive out of the currently existent system".[54]

Timeline

Launch Date Product Type Partner Product Name Description Amount donated to
Global Fund
(US$)
January 26, 2006 Launch WEF Announcement Product Red initiative first announced at the
Global Fund identifies Rwanda
as the first country to receive funding from Product Red.
March 1, 2006
Credit card
 American Express
American Express Red
 American Express Red card launched in the UK. Only UK residents with UK bank accounts are eligible. 1% of total spend. Up to 1.25% after spend over £5,000.
March 15, 2006 Clothing
Gap
 Gap Red Launch party in London for the Gap line with 22 page feature in the April issue of
Dazed & Confused magazine
. 		50% of profits from sales of Product Red items

[44]

April 3, 2006 Fashion accessory Giorgio Armani
Emporio Armani sunglasses
 Metal wrap-around sunglasses (style EA 9285/S) launched worldwide. Available in green, rose, blue, smoke grey, grey and brown, all embossed with the Emporio Armani Red logo. The forked frame arms, available in shades of ruthenium, gunmetal and light gold, are superimposed on the single lenses. 40% of gross profit margin from sales of all Emporio Armani Red products directly to the Global Fund.[55]
April 3, 2006
Shoes
Converse
 Mudcloth shoes Converse Product Red limited edition Mudcloth trainers, designed by Giles Deacon, are available in the UK and US. 5 - 15% of net wholesale price
May 15, 2006 Mobile phone Motorola Red
Motorola Slvr
 Red
Motorola Slvr L7
launches in the UK 		£10 & 5% of every bill
May 15, 2006 Newspaper The Independent
August 2006 Fashion watches Giorgio Armani
Emporio Armani
watch 		Giorgio Armani's second Red product is an Emporio Armani unisex watch (style AR0537/AR0538). It features a large 43 mm stainless steel case with a coin-ridged bezel, a leather strap available in black with red contrast stitching, or vice versa, and steel rivets that secure the strap to the case. The large digital dial displays the time in oversized numerals and has calendar, chronograph and timer features with push button controls on the side of the case. The dial also features the Emporio Armani Red logo at 12 o’clock printed onto the dial's outer ring. 40% of gross profit margin (see sunglasses)
September 21, 2006 Newspaper The Independent The Independent printed its second Product Red special edition, guest-designed by Giorgio Armani. This Red edition includes articles from a host of public figures and celebrities including George Clooney, Bill Gates, Leonardo DiCaprio and Beyoncé. The newspaper's daily features section, Extra, is a 36-page magazine for the day and each paper comes with a free Kate Moss poster. All revenue from online sales will be donated to help fight AIDS in Africa. All revenue from online sales.
October 13, 2006
MP3 player
 Apple Inc.
iPod Nano
Product Red Special Edition 		Red iPod nano which is only available at the Apple Store and the Apple Store website.[56] $10
November 2006 Mobile phone Motorola Red Motorola Razr
Motorola Razr
in the United States 		$17
December 5, 2006 Song The Killers (Band) "A Great Big Sled" The popular indie rock band The Killers release their first annual Christmas single in support of the red campaign. Their singles were combined into the album Don't Waste Your Wishes in 2016.
January 9, 2007 Stored-value card Apple Inc. iTunes Product Red Gift Card
online store
, for movies, TV shows or music. Currently only available in the US at Apple's online store. 		10% ($2.50)
June 2007 Magazine Vanity Fair
Melinda Gates, Oprah Winfrey, George Clooney, Jay-Z, Alicia Keys, Iman Abdulmajid, and Don Cheadle
.) on a total of twenty different covers. 		$5 of every subscription to Vanity Fair sold.
September 7, 2007
MP3 player
 Apple Inc.
iPod shuffle
Product Red Special Edition 		Red iPod nano was available with the 1GB and 2GB iPod Shuffle, and the 8GB and 16GB iPod nano. They were only available at the Apple Store, and Apple Store website.[57] $10 (Nano)
January 24, 2008
Computers/Operating system
Microsoft Corporation
 XPS One, XPS 1330, XPS 1530, and AIO 948 Printer Product Red Special Edition; All computers include
Windows Vista Ultimate Red[58]
 Red is available with the XPS One (80 dollar donation), XPS 1330 (50 dollar donation), XPS 1530 (50 dollar donation), and the AIO 948 (5 dollar donation) 80.00, 50.00, or 5.00
November 11, 2008
MP3 player
 Apple Inc.
iPod Nano
Product Red Special Edition 		Apple announces new iPod nano 4th generation Product Red N/A
November 27, 2008
Beverages
 Starbucks Starbucks Red Exclusive beverages Product Red exclusive beverages consisted of Starbucks holiday beverage options including Peppermint Mocha Twist, Gingersnap Latte, and Espresso Truffle $0.05 from every Starbucks Red Exclusive beverage sold through January 9, 2009
November 30, 2009 Shoelaces Nike Nike Red laces Red shoelaces with the slogan "Lace Up. Save Lives." Sponsored by
Seol Ki-Hyeon
(Fulham F.C.) 		100%
May 20, 2010 Books Penguin Books Penguin Classics Red Penguin Classics published a set of eight classic novels:
Fyodor Dostoyevsky, Dracula by Bram Stoker, Anna Karenina by Leo Tolstoy and Thérèse Raquin by Émile Zola
. 		50% of profits
December 7, 2011
MP3 player
 Apple Inc.
iPod nano
Product Red Special Edition 		Apple announced an iPod nano 6th generation Product Red, available only through Apple's website or an official Apple Store.[59] $13.20[60]
December 7, 2011 iPad Smart Cover Apple Inc. iPad Smart Cover Product Red Special Edition Apple announced the Red Leather iPad Smart cover was to be a part of Product Red.[59] $4.80
August 14, 2012 iPhone Bumper Apple Inc. iPhone Bumper Product Red Special Edition Apple announced the Red iPhone Bumper was to be a part of Product Red.[61] $2
September 1, 2012 Alcohol
Belvedere (vodka)
 Limited Edition Product Red Bottle 50% of profits
September 12, 2012
MP3 player
 Apple Inc.
iPod shuffle
Product Red Special Edition 		2 GB iPod Shuffle exclusive to the Apple Store and Apple Store website. $4.80[62]
October 15, 2012
MP3 player
 Apple Inc. iPod Touch Product Red Special Edition Apple announces an iPod Touch 5th generation Product Red available only through Apple's website or an official Apple Store.[59] $13.20 (64 GB)[63]
February 2014 Card reader
Square, Inc.
 Squa(Red) Reader Square releases a special edition card reader, available on the Square website.[64] $9.72
2014 Guitar Gretsch Gretsch Red Bono Edition Electromatic Guitar Bono signature edition of the Gretsch G5623.[65] 5% profit
July 15, 2015
MP3 Player
 Apple Inc. iPod Touch (6th generation) Product Red Apple announces the iPod touch 6th generation, with a Product Red colour option. N/A
November 18, 2016 Album The Killers "Don't Waste Your Wishes" The Killers released a compilation of their annual Christmas singles featuring; Elton John, Neil Tennant, Dawes, Ryan Pardey, Toni Halliday, and Jimmy Kimmel.
March 24, 2017 Mobile phone Apple Inc. iPhone 7 and 7 Plus Product Red Special Edition Apple announces the Special Edition Product Red iPhone 7 and iPhone 7 Plus, available through Apple's website, Apple Stores, and other mobile carriers and retailers that carry the iPhone.[66] N/A
April 9, 2018 Mobile phone Apple Inc. iPhone 8 and 8 Plus Product Red Special Edition Apple announces the Special Edition Product Red iPhone 8 and iPhone 8 Plus, available through Apple's website, Apple Stores, and other mobile carriers and retailers that carry the iPhone.[67] N/A
September 12, 2018 Mobile phone Apple Inc. iPhone XR Product Red Apple announces the iPhone XR, with a Product Red color option.[68] N/A
May 28, 2019
MP3 Player
 Apple Inc. iPod Touch (7th generation) Product Red Apple announces the iPod touch 7th generation, with a Product Red colour option. N/A
September 10, 2019 Mobile phone Apple Inc. iPhone 11 Product Red Apple announces the iPhone 11, with a Product Red color option. N/A
2019 Robot Piaggio fast forward (gita)RED N/A
April 24, 2020 Mobile phone Apple Inc. iPhone SE (2nd generation) Product Red Apple announces the second generation iPhone SE. One of the available colors is a Product Red edition.[69] N/A
September 18, 2020 Smartwatch Apple Inc. Apple Watch Series 6 Apple announces the Apple Watch Series 6, with a Product Red color option.[70] N/A
October 23, 2020 Mobile phone Apple Inc. iPhone 12 Apple announces the iPhone 12, with a Product Red color option. N/A
November 13, 2020 Mobile phone Apple Inc. iPhone 12 Mini Apple announces the iPhone 12 Mini, with a Product Red color option. N/A
September 24, 2021 Mobile phone Apple Inc. iPhone 13 / 13 Mini Apple announces the iPhone 13 and 13 Mini, with a Product Red color option. N/A
October 15, 2021 Smartwatch Apple Inc. Apple Watch Series 7 Apple announces the Apple Watch Series 7, with a Product Red color option. N/A
March 18, 2022; 2 years ago (2022-03-18) Mobile phone Apple Inc. iPhone SE (3rd generation) Product Red Apple announces the third generation iPhone SE. One of the available colors is a Product Red edition. N/A
September 16, 2022; 19 months ago (2022-09-16) Smartwatch Apple Inc.
Apple Watch Series 8
 Apple announces the Apple Watch Series 8, with a Product Red case and strap option. N/A
Mobile phone Apple Inc. IPhone 14 Apple announces the iPhone 14, with a Product Red color option. N/A
October 7, 2022; 18 months ago (2022-10-07) Mobile phone Apple Inc. iPhone 14 Plus Apple announces the iPhone 14 Plus, with a Product Red color option. N/A
September 12, 2023; 7 months ago (2023-09-12) Smartwatch Apple Inc.
Apple Watch Series 9
 Apple announces the Apple Watch Series 9, with a Product Red color option. N/A

See also

Notes

  1. ^ "HOW (RED) IS MAKING A REAL DIFFERENCE, The money is used to finance HIV/AIDS grants in Ghana, Kenya, Lesotho, Rwanda, South Africa, Swaziland, Tanzania, and Zambia". Retrieved March 21, 2017.
  2. ^ "RED Case Study". Wolff Olins. Wolff Olins. 2011. Archived from the original on January 12, 2012. Retrieved October 15, 2012.
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  5. ^ "FAQs & Contact - (RED)". (RED). Archived from the original on June 25, 2020. Retrieved November 19, 2016.
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  7. ^ "Results Report 2019" (PDF). The Global Fund to Fight AIDS, Tuberculosis and Malaria. The Global Fund to Fight AIDS, Tuberculosis and Malaria. Retrieved December 20, 2019.
  8. ^ "Living Proof | ONE". Gatesfoundation.org. Archived from the original on February 9, 2013. Retrieved May 6, 2015.
  9. ^ "(RED)". The Global Fund to Fight AIDS, Tuberculosis and Malaria. The Global Fund to Fight AIDS, Tuberculosis and Malaria. Retrieved December 20, 2019.
  10. ^ "Jony Ive and Marc Newson's (RED) Auction | Sotheby's". Sothebys.com. November 23, 2013. Retrieved May 6, 2015.
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  12. ^ "Fall Season 2013: Episode 8 | In the Mixx". Inthemixxshow.com. October 17, 2013. Retrieved May 6, 2015.
  13. ^ "Shop". Joinred.com. Archived from the original on December 3, 2009. Retrieved May 6, 2015.
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  15. ^ Lewis, Rob (January 26, 2006). "American Express Red Card". Money Watch - Personal Finance Blog. Retrieved December 10, 2020.
  16. ^ "GAP LAUNCHES LIMITED EDITION GAP (PRODUCT) RED™ MULBERRY BAG FOR VALENTINE'S DAY". Gap Inc. Retrieved December 10, 2020.
  17. ^ NYC, Annansi Chronicles » Newsneakers in; says, Hawaii (April 17, 2006). "Converse sees RED for Africa". Annansi.com. Retrieved December 10, 2020.
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  19. ^ Carta, Magna (October 13, 2006). "Motorola joins (RED) to help eliminate AIDS in Africa". ITWeb. Retrieved December 10, 2020.
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  27. CBS Interactive
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References

External links

Retrieved from "https://en.wikipedia.org/w/index.php?title=Product_Red&oldid=1214636384"