The purpose of the campaign is to raise awareness among consumers: purchasing (212)RED VIP Rosé makes you a powerful force in the fight to end AIDS. Friendship and collaboration are among the values promoted by 212 VIP.
(RED) IS THE NEW BLACK
The flacon is a buoyant reinterpretation of 212 VIP Black. For a luxurious effect, the monolithic shape is rendered in a metalized red hue, the color that typically identifies the products launch in association with (RED) organization. However, red is not any color for the brand; since Carolina Herrera’s inception in 1981, red has not only dominated the fashion chromatic palette, it has also colored many of the quintessential perfumes of the house.
The exotic Pimento Berry, the smoked and sweet Absynth and a masculine Leather accord create a sensual and irresistible scent