Move over Diddy there's a new vodka poster boy in town! Belvedere tapped R&B singer Usher to be the face off their new social-cause campaign. The company's partnership with the R&B sensation comes through a program called (Product) Red where brands put a special seal on their product and donate half of their profits to six African nations to fund HIV/AIDS therapy, treatment and support programs.
There is no denying that hip-hop and premium liquor are in a blissful matrimony from name drops in songs to blatant placement in music videos.In some cases the relationship extends beyond product endorsement. For example when Circoc partnered with hip-hop mogul Sean "Diddy" Combs in 2007 he has become such a key factor in the brand's identity his role has shifted to a brand manager.
Usher's role with Belvedere will not be similar to that of the Diddy/ Ciroc relationship. President of Belvedere, Charles Gibbs states: "I don't want to tie the marketing of Belvedere through one individual because I don't think it's the way brands are built in the long term, I believe we need to be talking to a diverse group of people."
The partnership kicks off at a pre-Grammy bash where Usher will perform at an invite only concert to unveil the special-edition Red bottles which carries the message "Helps Saves Lives." The bottles will hit shelves this summer.
When you're making those summer cocktails, or gathering around the pool with friends, buy Belve! It's a win-win situation, you help fund HIV/AIDS research and feel good in the process. It just might be the best 30 bucks you ever spent.
Source: http://adage.com/article?article_id=148786
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