Forget the bitter taste of beer and enjoy the flavours of Redd’s
Redd’s is a brand of fruit-flavoured beer that was launched in Poland by Kompania Piwowarska (part of SABMiller) in 2000 – initially it was available only in one Apple flavour (green can or bottle – later dubbed Redd’s Apple). Obviously Kompania Piwowarska noticed that many Polish consumers, particularly women, have a habit of adding some juice to soften the bitter taste of traditional beer. Therefore Redd’s was a perfect answer to consumer’s need for a beer without bitterness.
In 2004 a new variant called Redd’s Red was introduced which has a raspberry taste. It was launched by a very memorable and simple TV ad, made by local agency Brain, which told a story of two trucks racing against each other – one with beer driven by a man and the other with raspberries driven by a woman. When the trucks enter a tunnel at high speed, a bottle of Redd’s Red rolls out…
Finally in 2006 Redd’s Sun was launched as the third variant with the taste of citrus fruit. Also in 2006 Redd’s introduced a new thinner 330 ml can – the so-called “sleek can” – which was advertised as the perfect can for woman’s delicate palm in a TV commercial prepared by Publicis Warsaw.
Now Redd’s enjoys the position of the market leader in the category of flavoured beer with over 50% market share and about 1.4% of the total beer market in Poland. The first TV campaigns of Redd’s communicated the exotic and foreign nature of the beer (the brand was adapted from South Africa). At the time, Redd’s pay-off said: Not a shadow of bitter taste.
Having such unusual TV spots with diverse ethnic background Redd’s managed to build brand awareness and stand out from other beer brands as the trendy, exotic, mysterious brand for the hip urban target group.
In 2008 Redd’s experimented with new design of its cans allowing consumers to participate in a online competition for the best new design of Redd’s three cans. The winners’ designs were later marketed as a limited edition.