About this Video

This video is from the Advertising Research Foundation Annual Convention and Expo, which presented industry professionals with new knowledge to provide strategic, decision-making guidance to navigate the business landscape.

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Designed to help eliminate AIDS in Africa, this revolutionary new marketing approach offers intriguing insights. Cordua and Gold will discuss how they pulled it off – and what they are learning.

This session was a true collaboration between client and market research agency. Julie Curdua explored the (RED) brand and how it works, while Alice Gold of OTX spoke about the brand measurement and how it’s being used to influence on-going marketing decisions between (RED) and its partner brands. Our intention was to inform, engage and demonstrate innovation with our presentation. We hope you enjoyed it.

WHAT (RED) IS
(RED) was created by Bono and Bobby Shriver, Chairman of DATA to raise awareness and money for The Global Fund by teaming up with the world’s most iconic brands to produce (PRODUCT)RED branded products. A percentage of each (PRODUCT)RED product sold is given to The Global Fund. The money helps women and children affected by HIV/AIDS in Africa.

What’s the meaning of the parentheses or brackets? Well, we call them “the embrace.” Each company that becomes (RED) places its logo in this embrace and is then elevated to the power of red. Thus the name — (PRODUCT)RED.

You, the consumer, can take your purchase to the power of (RED) simply by upgrading your choice. Thus the proposition: (YOU)RED. Be embraced, take your own fine self to the power of (RED). What better way to become a good-looking samaritan?!

Register Now for Audience [ME]asurement 2.0.