"A brand raising awareness on <topic>" to me reads "an artificial brand to create market segmentation and publicity, possibly for tax avoidance reasons."
Because when people see Product Red written somewhere, they Google it, and it's not like they're going "ah, yes, AIDS. It's still a thing isn't it?"
It's just a vehicle to drive sales. Because the only effect it has is suckers that really care about AIDS giving more money to Product Red.
> "Product Red has been criticized for not having an effect proportional to the advertising investment, for being much less efficient than direct charitable contribution, and for having a lack of transparency"
Because when people see Product Red written somewhere, they Google it, and it's not like they're going "ah, yes, AIDS. It's still a thing isn't it?"
It's just a vehicle to drive sales. Because the only effect it has is suckers that really care about AIDS giving more money to Product Red.
> "Product Red has been criticized for not having an effect proportional to the advertising investment, for being much less efficient than direct charitable contribution, and for having a lack of transparency"