Luxury vodka brand Belvedere is once again pledging its support for the fight against HIV/AIDs with its 2016 Belvedere (RED) campaign.
This year’s campaign, in partnership with singer-songwriter John Legend and South African Ndebele artist Esther Mahlangu, is called #Makethedifference. As part of the campaign, Mahlangu created a limited-edition Belvedere (RED) bottle, available now at selected retailers globally, which features her tribal artwork alongside Legend’s signature.
Belvedere donates 50% of its profits from every bottle sold to the Global Fund to fight HIV/AIDS in Africa.
To kick off the #Makethedifferenc campaign, Belvedere hosted its first ‘One Night for Life’ benefit in New York City at the famous Apollo Theater, in the presence of John Legend and Esther Mahlangu. Belvedere’s programme will continue with a global advertising campaign, strong digital activations and targeted efforts in on premise establishments as well as retail stores in over 35 countries.
The Belvedere (RED) 2016 campaign features John Legend’s new single ‘Love Me Now’, a song which encourages people to ‘love now and give now’ due to the uncertainty of tomorrow.
John Legend said: “I’ve always enjoyed working with (RED). When Belvedere presented this opportunity to help support a product that I would already buy and that was going to help save lives, I thought it was a great idea.
“I was so excited when I saw Esther’s design for the bottle: I think it’s beautiful and it marries her aesthetic with the aesthetic of Belvedere, it connects it to the culture and to the people we’re trying to help.”
As a partner of charity (RED)*, Belvedere has, over the past five years, raised enough money to provide 30,000 HIV-positive women with access to life-saving ARV treatment that stops the transmission of HIV to their babies.
Belvedere Vodka President Charles Gibb commented: “Belvedere is delighted to continue the Belvedere (RED) campaign with the help of these passionate artists, who are as dedicated as we are to spreading awareness and being a part of the change to end the transmission of HIV from mother to child. Together, we can Make The Difference.”
(RED) CEO Deborah Dugan said: “This beautiful collaboration between John Legend and Esther Mahlangu brings artistry and energy to the fight against AIDS. We’re hugely excited to see the striking new Belvedere (RED) bottle become available this fall, and importantly, every single purchase generates money to provide life-saving HIV/AIDS medication in sub-Saharan Africa.”
*(RED), founded by U2 singer Bono, is a charity which raises funds for the fight against HIV/AIDS.
