Stellantis moved into partnership today with Bono’s (RED) charity with the biggest asset that the transatlantic automaker owns: its Jeep, Ram and Fiat brand names. Joining forces with the famous not-for-profit as it seeks to mitigate the pandemic worldwide, the automaker plans to launch special-edition (RED) vehicles beginning this year.
The company also will launch a global marketing campaign for the (RED)-branded vehicles and deliver a minimum of $4 million to fight “global health emergencies” including COVID and AIDS under the multi-year partnership. In fact, “The (RED) Mission” ad for the Jeep brand is launching today on the brand’s digital and social channels.
“As the first automotive brands ever to join forces with (RED), a leader in the worldwide fight against pandemics, our immediate goal is to initiate a call to action to help combat these global health emergencies,” said Olivier Francois, global chief marketing officer for Stellantis, in a press release.
“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.”
Musician and global celebrity philanthropist Bono said that the partnership would be “a powerful shot in the arm for (RED’s) fight against pandemics and the complacency that fuels them.” Jennifer Lotito, president and chief operating officer of (RED), added that the “global scale and creative energy this will bring to the fight against COVID and AIDS is exactly what’s needed to help us end their devastating impact.”
Francois told journalists today that “for the first time in my life I’m doing the exact opposite” of what he’s spent more than a decade doing as chief marketing officer of Fiat Chrysler, now part of Stellantis. “We focused most of our time and energy to build differentation between our brands, to make them distinct,” he said. Now, the company is “doing the exact opposite. We’re reaching with the same partnership across three brands.”
Jeep will launch a 2022 (Jeep) RED Compass edition in the U.S. in the first quarter of 2022. The 2022 (Jeep) RED Renegade will follow in the U.S. and Canada shortly after, then in Europe in the second half of 2022.
The 2022 Ram 1500 Limited (RAM) RED — based on the RAM 1500 Limited Night — will launch later this year. As part of this initiative, Ram is evolving its existing “Born to Serve” marketing campaign into “Born to Save” beginning today on the brand’s social-media channels.
The Fiat New (500) RED electric model is available now for ordering only in Europe. “It’s electric to protect the planet,” Francois told journalists today. “Now the ‘green’ car becomes (RED). It not only protects the planet but fights pandemics.”
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