Bono’s Red Campaign Costing Way More than its Bringing In
Mar 11 2007
My #1 Online Marketing Prediction for 2007 was that cause-related marketing, if done correctly, would have the most buzz and effectiveness. Dove continues to get accolades for its “Campaign for Real Beauty” and even investment banks like Goldman Sachs are doing the right thing by strong-arming energy utility bad boys to go green.
However, the one campaign that I was sure would out-perform all others in the cause-related marketing arena was the Red Campaign where dozens of major brands charge a premium for their red-colored products and give a significant portion of the proceeds to the AIDS effort in Africa. I may be wrong on this one. AdAge reports that “Bono & Co. Spend up to $100 Million on Marketing, Incur Watchdogs’ Wrath” while only bringing in $18 million in revenue (the quick math shows a $82 million loss).
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November 4th, 2007 at 7:54 pm
I have started a very small “grassroots” program because as a Psychologist I believe mind and body work together. When I see stories of programs in Africa I never see any pictures to add some beauty to their miserable lives. I am collecting 2007 (or older) calendars. We produce the most beautiful calendars in the world and they also are educational. We toss millions of calendars every year into the landfills. I thought if these were collected they would (1) provide a variety of beauty to a desolate part of the world; (2) could provide educational introduction through reading, writing and numbers (eventually some arithmetic) that is on all of the calendars (3) would keep all of those calendars going into the landfills. When worn out they could provide fuel for fires for cooking and warmth. All I am looking for is contacts to send the calendars to in Africa.
Just wanted to make contact with a group that might provide some information.
Thanks and good luck with the Red project. I saw the Bono interview and it sounds like the money is picking up.
Marj Rust
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