About one and a half years ago we started to see those ads from GAP and apple to buy their red colored junk because they'd send the money to African AIDS charities.
Additionally, there was a big stink about 6 months ago over Advertising Age the magazine reporting that a year after launch, it had only raised $18 million compared to the $100 million it had spent on marketing...
Well, 6 months later it looks like they've still only raised about $45 million. Granted, that's much better, and the stink from Advertising Age clearly lit a fire under Bobby Shriver's (Chairman of (RED)) butt, BUT, holy hell. It's going to be 2 years before they break even.
I suppose if they end up sending $101,000,000 in relief it will be worth it, but, wow. It seems like maybe they could have thought of a better way than sending half of the profit on something red you buy over to Africa. Maybe if they had sent all of the profit? Maybe three quarters? Oh well, I suppose Steve Jobs needs to make another million dollars so he can buy the moon or something.
He probably needs it more than impoverished Africans dying of AIDS.
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