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The 2012 (Belvedere) Red Special Edition will be exclusive to World Duty Free Group for a limited time |
Belvedere Vodka is marking the second year of its partnership with (Red), the world’s leading financier of programmes to fight HIV/AIDS in Africa, with the launch of a new bottle design for the (Belvedere) Red Special Edition.
Developed by Polish design firm Dekorglass, the new 2012 (Belvedere) Red Special Edition bottle is a semitransparent metallic bottle that combines Belvedere’s innovative packaging and the (Red) hue.
Some 50% of profits from the sale of the bottle will go towards the Global Fund, a public-private partnership and international financing institution dedicated to attracting and disbursing additional resources to prevent and treat HIV and AIDS, tuberculosis and malaria.
The (Belvedere) Red Special Edition bottle is designed to deliver a clear, succinct message: Buy (Belvedere) Red, Save Lives. An extensive programme of events will be unveiled throughout the year to incentivise more consumers to support the campaign including in-store activations, international events to raise further awareness for the Global Fund, (Belvedere) Red Nights Out to support World AIDS Day, as well as new digital content.
This presentation will be exclusive to World Duty Free Group for a limited time. As part of this roll-out, a major installation for (Belvedere) Red launched on 20 September in World Duty Free in Heathrow T5 and will run until 2 October.
Sited in the store’s “˜Contentainment’ Expo Space, a striking red unit showcases the brand and incorporates a “˜digital interactive table’ to involve customers and help them discover more about (Belvedere) Red and the Global Fund. An exclusive competition with World Duty Free Group also offers customers the opportunity to win a VIP trip to Ibiza for six people.
Belvedere Vodka President Charles Gibb said: “Our passion for philanthropy led to the creation of (Belvedere) Red last year and our commitment to helping (Red) and the global health community achieve the first AIDS-free generation by 2015 has not waivered since. The new bottle design is symbolic of our dedication to (Red) and a sign to our audience that we, collectively as a global community, can put an end to mother-to-child transmission of this deadly disease but only with their support.”
Commenting on the activity, World Duty Free Group Global Head of Liquor David de Miguel said: “We are delighted to have exclusivity on this global launch, which supports such an important initiative. The funds raised through collaborations with (Red) make a significant contribution to the fight against these life-threatening diseases.
“Moët Hennessy is a valued brand partner and we welcome the opportunity to work in close collaboration with them on this campaign. The “˜experiential’ nature of the activity will be very well received by our customers in the various airport locations and we are confident that we will be able to deliver impressive sales on (Belvedere) Red Special Edition Vodka.”
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The (Belvedere) Red installation in World Duty Free at Heathrow T5 will run until 2 October |
About (Red)
(Red) was founded in 2006 by Bono and Bobby Shriver to engage businesses and consumers in the fight against AIDS. It partners with the world’s leading brands who contribute up to 50% of profits from (Red) branded goods and services to the Global Fund.
To date, (Red) has generated over US$190 million for the Global Fund to fight AIDS, tuberculosis and malaria, to support HIV/AIDS grants in Ghana, Lesotho, Rwanda, South Africa, Swaziland and Zambia. 100% of that money goes to work on the ground – no overhead is taken, according to the organisation. Global Fund grants that (RED) supports have impacted more than 14 million people with prevention, treatment, counselling, HIV testing and care services.
(Red) has led several high-profile initiatives to raise awareness and funds for
HIV/AIDS related issues including (Product)Red, The AIDS Free Generation is Due in 2015 campaign and most recently, the (Red)Rush To Zero campaign.
(Red) is a division of The One Campaign. For more information, visit www.joinred.com.
About The Global Fund to Fight AIDS, Tuberculosis and Malaria
The Global Fund is a public-private partnership and international financing institution dedicated to attracting and disbursing additional resources to prevent and treat HIV and AIDS, tuberculosis and malaria.
This partnership between governments, civil society, the private sector and affected communities aimed to take an innovative approach to international health financing. The Global Fund’s model is based on the concepts of country ownership and performance-based funding, which means that people in countries implement their own programmes based on their priorities and the Global Fund provides financing on the condition that verifiable results are achieved.
Since its creation in 2002, the Global Fund has become the main financier of programs to fight AIDS, AIDS, tuberculosis and malaria, with approved funding of US$23 billion for more than 1,000 programmes in 151 countries (as of mid-2012). To date, programmes supported by the Global Fund are providing AIDS treatment for 3.6 million people, anti-tuberculosis treatment for 9.3 million people and 270 million insecticide-treated nets for the prevention of malaria. The Global Fund works in close collaboration with other bilateral and multilateral organisations to supplement existing efforts in dealing with the three diseases.
