To launch diptyque (RED) in January 2010, a special limited edition candle that donated 10% of each purchase to The Global Fund, a non-profit that provides life-saving medication to those living with HIV in Africa, K Public Relations LLC (K PR) devised a campaign to help raise awareness for the launch and its support of a worthy cause. K PR created and executed a launch event, aligning with African supermodel Alek Wek as spokesperson, who was happy to help promote a non-profit that is close to her heart. At the event, Alek shined, and over 80 attendees came to the diptyque Madison Avenue store in NYC to commemorate this special candle. Guests dined on specialty cocktails and enjoyed snacks inspired by African fare. With K PR's efforts, campaign media results reached over 17 million in total circulation and 20.4 million in total impressions for an advertising value equivalent of $196,978.
