Belvedere celebrated the launch of the 2016 (BELVEDERE)RED campaign #MAKETHEDIFFERENCE, in partnership with iconic music artist John Legend, by hosting its first ‘One Night for Life’ benefit in New York City at the world’s famous Apollo Theater. Celebs in attendance included John Legend, Chrissy Teigen, Lupita N’yongo, Estelle, Ashley Graham and more.
To celebrate 10 years of (RED) this years unique bottle pattern is the composition of celebrated South African Artist, Esther Mahlangu and John Legend who worked together to reinterpret the four campaign symbols in the artwork featured on the bottle signifying security, unity, change, support – all embodying the four central values of the campaign. John also dedicated his new single, “Love Me Now,” to the campaign as philanthropy play s such a big role in his life. The anthem main theme encourages people to love now and give now due to the uncertainty of tomorrow.
People can support (BELVEDERE)RED by giving – or keeping – the new (PRODUCT)RED limited edition bottle, featuring Esther Mahlangu’s colorful artwork alongside John Legend’s signature. Available from September at select retailers around the world, Belvedere will donate 50% of its profits from every bottle sold to the Global Fund to fight HIV/AIDS in Africa. As a partner of (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.
