Woman’s curiosity is the first step to taste Redd’s beer
Redd’s, the fruit-flavoured beer brand that targets women, kicked off a new advertising campaign in Poland to boost the sales in the summer high season. In the past Redd’s campaigns were focused on communicating the lighter, fruity flavour of this beer in contrast to the bitter taste of standard beer. This year Redd’s introduced a new tagline which says: Curiosity – the first step to Redd’s and it continues to address women by provoking their curiosity about the taste of this beer. Below you may check the new Polish TV commercial of Redd’s that has been aired for several weeks now.
As you probably noticed, the new spot clearly refers to the popular fairy-tale of the Little Red Riding Hood, but rewrites the story in a new way. The Little Red Riding Hood follows a wolf into the forrest and arrives at some secluded house. When she enters the house, it turns out to be a place of some flamboyant party boosted by the supply of Redd’s beer. The TV campaign is supported by outdoor advertising that employs the bus shelters’ citylight pannels showcasing the girl who breaks through the ad to grab the bottle of Redd’s.
The outdoor ads direct consumers to Redd’s revamped website at www.redds.pl where women are encouraged to join Redd’s fan base at Facebook (now it has over 12 ooo fans there) and take part in the competition called CURIOSITIES. The competition is clearly linked to the new campaign as it invites women to share what they are most curious about. The entries to the competition are displayed both at the website’s main page and at Redd’s Facebook Wall. The winner of the competition will be provided with the means to satisfy her curiosity…
The new TV ad was shot in Cape Town, South Africa in April this year and you may check the two “making-of” spots below. Redd’s new campaign was created by Grey Group Warsaw, Dragon Rouge (limited edition of packaging), The Mill (post production) and Starcom (media planning and buying).
Grey Group’s creative team for this campaign:Creative Director: Katarzyna Sośnierz Art Director: Agnieszka Stypa Copywriter: Magdalena Zalewska