Caught Caring: (RED), Bugaboo and Kelly Rutherford
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Gap went (RED). So did Starbucks. But for the first time ever, a brand has gone completely (RED) — and that brand is Bugaboo. Instead of designating a certain product or products (RED), the stroller maker-to-the-stars will be donating 1% of their total revenue to the Global Fund to help fund AIDS programs in Africa with an emphasis on the health of women and children. The contribution begins with all sales taking place after October 1.
 Courtesy Unlock PR |
Moms who want to show their support more overtly may purchase a product from Bugaboo’s new Special Collection, in stores on the first of October. Among the options are a new Bugaboo Chameleon stroller with dark denim fabric, black matte frame and a distinctive red hand brake handle ($1,029; available at multiple retailers), a TREASU(RED) Bugaboo Bee ($600; exclusively at Neiman Marcus), an ADO(RED) tailored fabric and accessories set ($165; exclusively at Giggle) as well as a white diaper bag available in leather ($230) and canvas ($130).
Gossip Girl star Kelly Rutherford and 2 ½-year-old Hermés Gustaf Daniel — himself a Bugaboo Frog devotee! — were on hand Saturday at the New York City launch party for the partnership, and both mother and son liked what they saw. “I am a big fan of my Bugaboo stroller for its beauty and function,” Kelly raved, “and I am proud to be a part of the Bugaboo (RED) launch.”
For Bugaboo, the decision to join forces with (RED) was easy. Madeleen Klassen, chief marketing officer for Bugaboo International, says that the Amsterdam-based company was eager to play an active role in the fight against HIV and AIDS in Africa; The mom-to-mom aspect of the contribution — with funds being directed towards those programs that will help reduce mother-to-child transmission of the disease — is something they hope will resonate with customers. “Now when you go with Bugaboo, you can make good things happen,” Madeleen notes.
Click below to read about how many stroller sales it will take to possibly save a baby’s life.
Juan Soliz/Pacific Coast News
