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Issue: May 2011
Red Letter Night

by: David Gadd
SPECIAL EDITION (BELVEDERE)RED ALIGNS THE STARS FOR A CAUSE


Considering the revenue generated by the non-stop vodka category, it’s nice to know that some brands are giving back. In the spirit of social awareness, Belvedere has announced a partnership with charity branding organization (RED) and the launch of a Special Edition (BELVEDERE)RED to
raise proceeds for the Global Fund, the world’s leading financer of programs to fight HIV/AIDS in Africa. The (BELVEDERE)RED Special Edition, available beginning in September, will contain the same Belvedere vodka as the brand’s regular packaging, while 50 percent of profits from its sales will be contributed to the cause.

 
Multi-platinum recording artist Usher performs at the (BELVEDERE)RED launch party at Hollywood’s legendary Avalon.


Charles Gibb, President of Belvedere Vodka, was in Los Angeles earlier this year to unveil (BELVEDERE)RED at a star-studded pre-Grammy party at Hollywood’s legendary Avalon in February, with the support of multi-platinum recording artist Usher. “This is our biggest activation of 2011,” a very busy Gibb told us the day before the event. “It’s because of the (RED) angle that Usher is willing to work so closely with us.”

Celebrity attendees Nicki and Paris Hilton, comedienne Chelsea Handler, actress-slash-activist Jenny McCarthy and American Idol winner Jordin Sparks mingled with VIP guests over Belvedere cocktails while star vinyl-spinner Mark Ronson deejayed the after party. As the highlight of the evening, Usher took the stage to perform against a glowing crimson (BELVEDERE)RED logo.

Belvedere is the first spirits brand to work with (RED), which also has partnerships with such powerful brands as Gap, Emporio Armani, Apple, Nike and Starbucks. The union of Belvedere, (RED) and Usher will see a compelling mix of exciting in-store activity and live events brought to a global audience later this year, supported by a consumer awareness campaign encompassing print advertising, in-store promotions, experiential and digital media as well as promotional incentives.
For the 2011 holiday season, consumers will be invited to help eliminate HIV/AIDS by a simple purchase of (BELVEDERE)RED Special Edition at a wide range of outlets, including retail stores, nightclubs, bars, restaurants and airports. The special packaging will be available in 70-cl., 750-ml., 1-liter and 1.75-liter bottles. 

“The world measures brands now not only by their financial results and likeability as a brand,” notes Gibb, “but also by their social agenda. Consumers can buy vodka A, vodka B or Belvedere—and if they buy (BELVEDERE)RED, they’ll be doing some good.”

 
Belvedere President Charles Gibb signs a large-format bottle at the event.

 
Warm and fuzzy: Chelsea Handler and Jenny McCarthy share the love.

 
Paris Hilton on her home turf: the red carpet.


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