What the papers say: 'Bono brand' bids for ethical buyers

The launch of ‘Bono’s red revolution’ (FT, 28 January) at the World Economic Forum in Davos last week referred not to the creation of a stable of Red-branded products and services from some of the world’s most ‘iconic companies’ (ABC Money, 28 January).

Nor did it concern the pledge to hand over a proportion of sales to the Global Fund to further its fight against endemic diseases in the poorer nations.

The 'revolutionary' aspect of Product Red was the dramatic embrace of a new order of brand marketing based around 'conscience consumerism' (The Daily Telegraph, 28 January) or 'ethical shopping' (The Independent, 27 January).

Red's appeal would be for 'people who think about their spending power', according to Bono (The Scotsman, 27 January).

Equally radical was the method of promoting the message: big advertising campaigns to be replaced by 'good public relations and word of mouth' (Brandrepublic.com, 26 January).

But the biggest surprise was Bono's transformation from fervant ethical campaigner to '[Red] card-carrying capitalist (The Daily Telegraph, 27 January) with a sense of market savvy.

Analysis conducted by Echo Research from data supplied to PRWeek from NewsNow.

www.echoresearch.com www.newsnow.co.uk

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