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.