Belvedere launches new campaign

Luxury vodka brand Belvedere has launched a limited edition ‘Red’ bottle as part of its ongoing commitment to fighting AIDS, along with a new marketing campaign.

South African artist Esther Mahlangu has designed the new limited edition Belvedere red bottle
South African artist Esther Mahlangu has designed the new limited edition Belvedere red bottle

The release is part of its new #makethedifference marketing campaign, .

The campaign will see 50% of the profits from sales go towards tackling HIV and AIDS, and goes live ahead of Word Aids Day on 1 December.

The bottle has been created by South African artist Esther Mahlangu, and features the striking and vibrant geometric symbols synonymous with artwork by the Ndebele tribe, that are traditionally used to adorn the exteriors of homes.

Critically-acclaimed Mahlangu, a passionate supporter of AIDS awareness whose artwork is currently on display at the British Museum, made her name more than thirty years ago by taking inspiration from the traditional precise patterns and practises of the Ndebele tribe to recreate them on consumer objects as well as on canvas, using traditional materials such as g soil-based paint, chicken feathers and bundles of twigs.

Each symbol carries a meaning – security, support, change and unity – which the brand said signifying the collective sentiment for all those joining the fight against HIV/AIDS.

The brand is also working with American singer, songwriter, and musician John Legend who has dedicated his new single to raise awareness of the fight against HIV/AIDS.

President of Belvedere Vodka Charles Gibb states, “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.”