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Product Red, styled as (PRODUCT)RED, is a licensed brand that seeks to engage the private sector in raising awareness and funds to help eliminate HIV/AIDS in Africa. It is licensed to partner companies including Nike, American Express (UK), Apple Inc., The Coca-Cola Company, Starbucks, Converse, Electronic Arts, Head, Bugaboo, Penguin Classics (UK & International), Gap, Armani, Hallmark (US), SAP and Beats Electronics (Beats by Dr. Dre). The concept was founded in 2006 by U2 frontman and activist, Bono, together with Bobby Shriver of the ONE/DATA. The Global Fund to Fight AIDS, Tuberculosis and Malaria is a recipient of (RED) money.

As part of a new business model, each partner company creates a product with the Product Red logo.<ref>{{#invoke:citation/CS1|citation |CitationClass=web }}</ref> In return for the opportunity to increase revenue through the Product Red license, a 50 percent of the profit gained by each partner is donated to the Global Fund.<ref>[1] {{ safesubst:#invoke:Unsubst||date=__DATE__ |$B= {{#invoke:Category handler|main}}{{#invoke:Category handler|main}}[dead link] }}</ref> As Product Red is a private company, a portion of the contributions received from the partner brands is assigned as profit. Such an amalgamation of humanitarian aid and for-profit businesses is one example of "ethical consumerism."

In 2012 ONE acquired (RED) as a division of ONE.


Product Red sections
Intro  The Global Fund  Products  Criticism  Timeline  See also  Notes  References  External links  

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