The New York Times reports that “(Product) Red, the effort to fight AIDS in Africa, is teaming up with its first alcoholic beverage partner, which also happens to be its first marketer partner from Australia” - Penfolds.
According to the story, “Fifteen percent of the proceeds from the sales in North America of two Penfolds wines, Thomas Hyland and Koonunga Hill, will be donated to the Global Fund to Fight AIDS, Tuberculosis and Malaria, the company and the (Red) organization are to announce this week. (Red) donates the money it receives to the Global Fund.”
Other marketers with which (Red) is teamed up include Gap, American Express, Apple, Converse and Nike, and Starbucks.
According to the story, “Fifteen percent of the proceeds from the sales in North America of two Penfolds wines, Thomas Hyland and Koonunga Hill, will be donated to the Global Fund to Fight AIDS, Tuberculosis and Malaria, the company and the (Red) organization are to announce this week. (Red) donates the money it receives to the Global Fund.”
Other marketers with which (Red) is teamed up include Gap, American Express, Apple, Converse and Nike, and Starbucks.
- KC's View:
