Stellantis’ brands Jeep, Ram and Fiat are partnering with (Red), an organization co-founded by Bono to fight pandemics.
All three brands will launch special edition (Red) vehicles and a global marketing campaign launches today, says Olivier Francois, global chief marketing officer, Stellantis.
The creative aims to drive awareness to the (Red) campaign. The multiyear partnership will deliver a minimum of $4 million of the brands’ proceeds to fight global health emergencies, including AIDS and COVID-19, between 2021 and 2023.
The brands are (Red)’s first multibrand automotive partners. The partnership came about after Francois struck up a friendship with Bono, U2’s lead man.
Created in partnership with the Migrante Agency, “The (Red) Mission” is "not to seek life, adventure and freedom on the red planet, but to deliver it here on planet earth."
The Ram brand’s mantra is “Built to Serve,” assisting owners in not just their work, but in times of need to help others. In the spot, created in partnership with Sheet Metal Arts,“Built to Serve” evolves into "Born to Save.”
The 2022 Ram 1500 Limited Ram (Red) Edition truck will be revealed at the State Fair of Texas on Sept. 23 and will be on display through the end of the fair. Additional brand and media opportunities in the fourth quarter will help to drive awareness of the partnership into 2022.
The Fiat New 500, Jeep Compass and Ram 1500 (Red) editions will each have their own unique (Red) brand design cues, including (Red) badging on the exterior and interior of each vehicle.
(Red), named for the color of emergency, was founded in 2006 to help companies fight the AIDS pandemic. Today, that mission has been expanded to fighting the urgent threat of COVID-19.
Jeep, Ram and Fiat brands will provide consumers with a myriad of opportunities to support the fight against the pandemic throughout the three-year commitment, Francois says.
“This marketing amplification plan across our three unique brands to drive more impact, more value, more meaningful awareness globally for the partnership allows us to turn $4 million into something far greater over the next three years,” Francois says in a statement.
(Red) partners with brands and people to create (Red) products and experiences — all of which raise money for the Global Fund, one of the world’s largest funders of global health. Partners include Amazon, Apple, Balmain, Bank of America, Beats by Dr. Dre, The Honey Pot Co., Louis Vuitton and Starbucks.
To date, (Red) has generated nearly $700 million for the Global Fund, helping more than 220 million people. The money raised by (Red)’s partners and campaigns goes directly to strengthen health systems and support life-saving programs in the communities where pandemics hit hardest.