(RED) Global Marketing Strategy Fellow
August 21, 2013
By Lindsay Bruinsma (MBA’14)
Interning with (RED) this summer has been an incredible experience – and one I never envisioned possible when I entered my MBA at Georgetown. I’ve had the opportunity to work on a team of 15 highly energetic, creative and impressive people, who strike a unique balance between advocacy, the non-profit world and top-notch corporate marketing. As a private-sector facing organization, (RED) allows consumers to “choose (RED)” and support the HIV and AIDS effort in Africa through their purchase of (RED) products across sectors (food, fashion, mobile, music, etc.). Our model relies on the dedicated involvement of partner brands who “turn product (RED)” as part of their corporate social responsibility platform, and our combined marketing efforts around these awesome product lines. (PRODUCT)RED includes Coca-Cola, Beats by Dr. DRE headphones, Belvedere Vodka, Apple iTouch, the Tiesto sponsored DANCE (RED) SAVE LIVES album among many others, and several launching this fall.
Cause-related marketing with(RED) is fascinating – How can we broaden our iconic brand portfolio and enter new corners of the world (specifically Latin America and Europe), while engaging our current partners and blowing out innovative, one-of-a-kind marketing moments that are uniquely (RED)? Think Oprah and GAP, Bono and about 20 other celebrities and policymakers on the covers of Vanity Fair Magazine, or turning world landmarks such as the Empire State Building and the Sydney Opera House (RED) on World AIDS Day.
This overarching task has challenged me to be ambitious and explorative while building out campaign strategies. And it has been a blast! I feel strongly that (RED) is really onto something – when the forces come together, (RED) and its partners are able to turn the heads of Millennials and engage them to DANCE, WATCH and BUY (RED). Stay tuned for some totally out-of-the-box 2014 campaigns.