Belvedere and musician John Legend have launched the 2016 campaign (Belvedere)Red #Makethedifference. The collaboration will see a limited-edition design on Belvedere's bottles. The campaign began in September, and is aiming to peak for World Aids Day, December 1, 2016, with release of the designs.
John Legend brings his artistic style to the campaign, curating a unique program to Make The Difference. Together with Belvedere, he established the values that serve as the foundation of the campaign: unity, security, support and change. These four values embody the collective sentiment for all those joining the fight against HIV/AIDS.
To bring these powerful tenets to life, John Legend collaborated with Esther Mahlangu, a celebrated Ndebele artist from South Africa, whose vibrant and powerful artwork will be seen throughout the #Makethedifference campaign.
In support of the (Belvedere)RED campaign, John Legend is featuring his new single Love Me Now. The anthem main theme encourages people to love now and give now due to the uncertainty of tomorrow.
John Legend says: “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.”
Available from September at select retailers around the world, Belvedere donates 50% of its profits from every bottle sold to the Global Fund to fight HIV/AIDS in Africa.
Belvedere’s global advertising campaign, digital activations and targeted efforts are in on-premise establishments as well as retail stores in over 35 countries.
In the UK, the limited-edition bottle can be purchased from Sainsbury's at an RRP of £38 for 70cl, the same price as the original bottles. Online retailers such as The Whisky Exchange are also stocking the bottling. The limited-edition will run until mid-late January.
13 November 2016 - Sam Coyne The Drinks Report, editorial assistant
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