Montblanc reaffirms commitment in fight against AIDS with new RED skus

By Charlotte Turner |

Montblanc-M-RED-collection-2019-leadMontblanc reaffirmed its commitment to the fight against AIDS with the extension of its (Montblanc M) RED line in October with new pieces launching – one of which will be available in select locations in travel retail – to coincide with the sixth Global Fund Replenishment conference in Lyon.

 

At the conference, in what is being described as ‘an unprecedented show of global solidarity’, donors pledged US$14.02bn for the next three years to help save 16 million lives and end the epidemics of AIDS, tuberculosis and malaria by 2030; the largest amount ever raised for a multilateral health organisation and the largest amount by the Global Fund.

 

The day before the conference, on 8 October, Global Montblanc Ambassador Charlotte Casiraghi, actors Pierre Niney, Adrien Brody and Billy Porter (among many other celebrities) joined Montblanc for a special celebration in Paris at the company’s Champs-Elysées boutique, launching the new (Montblanc M)RED writing instruments and luggage.

 

Through its partnership with (RED), Montblanc raises awareness for the fight against HIV/AIDS, and gives people an opportunity to make a real impact by donating five euros – enough to provide more than 25 days of life-saving medication – with every purchase of a (Montblanc M)RED product.

 

NEW FOR 2019

The money goes directly to the Global Fund to support HIV/AIDS programmes in sub-Saharan Africa. Since 2006, (RED)-supported Global Fund grants have impacted more than 140 million people with lifesaving HIV/AIDS programs, including prevention, treatment, counselling, HIV testing and care services.

 

Montblanc-M-RED-launch-Oct-2019

The company’s Champs-Elysées boutique was totally transformed for the launch event in October.

 

Following the launch of the (Montblanc M) RED line in 2018, the collaboration has expanded with the introduction of a trolley and a new writing instrument line.

 

The expanded (Montblanc M) RED line launched this month, coinciding with the sixth Global Fund Replenishment conference in Lyon, France, hosted by President Emmanuel Macron.

 

Oct-2019-Montblanc-M-RED-launch-hero-pic

L to R: Actor, Adrien Brody; Nicolas Baretzki, Montblanc CEO; Georgia May Jagger and Broadway star, Billy Porter attended the Montblanc M RED launch event on 8 October in Paris.

“This special partnership with (RED) is more than just about raising funds for prevention and medication, it’s about educating others to understand that, as a community of global citizens, we can be more effective in ending epidemics like AIDS when we work together,” says Nicolas Baretzki, Montblanc CEO.

 

Montblanc-M-RED-collection-2019-trolley-bag

The trolley bag features a red polycarbonate shell and red leather on the handles and on the corners of the case.

 

“Montblanc’s mission is to create products for individuals who seek to leave their mark, whether achieving their own ambitions, taking action for good or striving to make a positive impact on their communities and on the world.”

 

‘A PIVOTAL YEAR’ IN THE FIGHT AGAINST AIDS

Based on the design of its signature #MY4810 line, the trolley is described as a ‘lightweight and durable companion for leisure and business travel’ and features a red polycarbonate shell; red leather on the handles and on the corners of the trolley; a central leather band and matching luggage tags in black and red. The inside lining carries inspirational quotes also in red.

 

Montblanc-M-RED-collection-2019-wide

Reprising the design of the original (Montblanc M)RED writing instrument, the new pen ‘balances form and function with fluidity’, says the brand. Signature design details include a cap and barrel with a brushed palladium nickel coating; red-coloured lacquer on the forepart of the pen; (Montblanc M) RED engraving on the nib and red ink feeder cover; Montblanc emblem ultrasonically welded onto the cap top and distinctive ‘plateau’.

 

“In this pivotal year in the fight against AIDS, we are enormously proud to see (RED)’s partnership with Montblanc grow and evolve with the launch of the beautiful (RED) Trolley Cabin and new signature writing instruments,” says Jennifer Lotito, COO, (RED).

 

“Iconic brands like Montblanc demonstrate the important role the private sector plays by not only generating money for the Global Fund, but by campaigning to keep this disease – and our ability to end it – on the public agenda. We thank them enormously for their continued support.”

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