As intellectual property lawyers, the concept behind (RED) is immediately fascinating - a brand that saves lives. It's a bold claim, but then again this is no ordinary brand. In just four years, (RED) product sales have generated over $150m (£96m) to help improve the lives of more than five million people affected by HIV in Africa. The model that generates these funds is striking in its simplicity. Iconic companies like Apple, Nike, Starbucks, Penguin and Gap produce (RED)-branded products with a portion of the profits going to fight HIV/AIDS. It's an idea that has captured the imagination of millions of consumers and received praise from Nelson Mandela and Bill Gates.
August 03, 2010 at 02:57 AM
1 minute read
The original version of this story was published on Legalweek
Bono is one of its founders. Nelson Mandela and Bill Gates are high-profile supporters. Freshfields’ Richard Lister and Jonathan Kewley are proud to be on the (RED) team
As intellectual property lawyers, the concept behind (RED) is immediately fascinating – a brand that saves lives. It’s a bold claim, but then again this is no ordinary brand. In just four years, (RED) product sales have generated over £100m to help improve the lives of more than five million people affected by HIV in Africa.
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