The Product (RED) marketing campaign has been going on for quite a while now, and although the proceeds go towards the global fight against HIV/AIDS, there is a handful of people who believe companies participating in this campaign are just in it for the image. Personally, I see both sides of the situation. From Gap's point of view, they can improve their brand image by supporting this marketing campaign along with making a profit. The company even offered to donate 100% of the proceeds to the Product (RED) fund, but they turned it down and said they only wanted 50%. Every business needs to meet a social responsibility, and Gap saw this as their opportunity to do so. On the other hand, I see how critics look at it as Gap being hypocritical. In the US, customers see Gap as being helpful and considerate of people in need, however most of us are unaware about other negative issues that Gap supports in other countries, like supporting and using sweatshops that go against labor laws. In a way, I feel like Gap is contradicting its values and morals.
Different types of technology that has helped spread the word about the Product (RED) campaign are the red iPod touch, the Motorola red Razr flip phone, and the Beats by Dre (RED) headphones. Most of these technology products are available for a limited time only.
The fact that the amount of money spent on the marketing campaign was 3/4 the amount that was given to the charity could certainly backlash against the campaign. Some consumers may look at this information and think that Gap is just using Product (RED) to advertise themselves, rather than doing it for their social responsibility. That being said, both the campaign and Gap could definitely lose supporters and loyal customers due to unexplained rumors. If I'm on the fence about where Gap stands in this situation, how many others are skeptical also?
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