Belvedere Vodka announces the second year of its partnership with (RED) and unveils its new bottle design for the BELVEDERE (PRODUCT)REDTM Special Edition Bottle to raise proceeds for the Global Fund, among the world’s leading financier of programs to fight HIV/AIDS in Africa.
The new 2012 (BELVEDERE)RED Special Edition bottle, developed by Polish design firm Dekorglass, unifies the innovative packaging by Belvedere Vodka and iconic (RED) hue; resulting in eye-catching semitransparent metallic bottle. 50% of profits from the global sale of the (BELVEDERE)RED Special Edition bottle will contribute to the Global Fund.
The (BELVEDERE)RED Special Edition bottle delivers a clear, succinct message: Buy (BELVEDERE)RED, Save Lives, making it this year’s perfect holiday gift. It’s still the same naturally smooth, unadulterated Belvedere vodka within the bottle but help the fight to eliminate HIV/AIDS through a simple purchase of (BELVEDERE)RED.
An exciting program of events will be unveiled throughout the year to incentivize more consumers to support (BELVEDERE)RED including in-store activations, special global events to raise further awareness for the Global Fund, (BELVEDERE) RED Nights Out to support World AIDS Day and new, exciting digital content.
In 2011 alone, contributions from the sales of (BELVEDERE)RED provided more than two million days of life-saving HIV/AIDS medicine, help provide 5,000 people with life-saving HIV/AIDS medicine for one year and provided support for more than 3,800 HIV-positive women to access HIV treatment during pregnancy and breastfeeding, helping to ensure the birth of a healthy, HIV-negative child.
Charles Gibb, President of Belvedere Vodka, says, “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.”
WHAT IS (RED)™ ?
(RED) was founded in 2006 by Bono and Bobby Shriver to engage businesses and consumers in the fight against AIDS.
(RED) partners with the world’s most iconic brands who contribute up to 50% of profits from (RED) branded goods and services to the Global Fund. (RED) Proud Partners include: Apple, Starbucks, Converse, The Coca-Cola Company, Beats by Dr. Dre, Belvedere, Bugaboo, Claro, Nike, Penfolds, SAP, Telcel and American Express (UK only). (RED) Special Edition partners include: Shazam, Girl Skateboards, Mophie, FEED, Nanda Home, Solange Azagury-Partridge, Bottletop, Tourneau and TOUS.
To date, (RED) has generated over $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 percent of that money goes to work on the ground – no overhead is taken. Global Fund grants that (RED) supports have impacted more than 14 million people with prevention, treatment, counseling, HIV testing and care services.