Alice is lured to Wonderland to taste the new Redd’s Cranberry beer
Redd’s – the popular fruit-flavoured beer targeted to women in Poland – has just added a new limited edition cranberry flavour to boost sales during the crucial summer season. The newly-launched Redd’s Cranberry is the 4th compliment to the standard Redd’s range which consists of: Redd’s Apple, Redd’s Sun (tropical fruit) and Red’s Red (raspberry) – the cranberry variant is packaged in black cans and thus the accompanying slogan: Black but Red.
The Redd’s Cranberry launch campaign is the second installment of Redd’s new advertising format that was introduced last year under the tagline: Curiosity – the first step to Redd’s. The TV spot is a beautifully surreal dream sequence that skillfully employs the imagery associated with the famous novel Alice’s Adventures in Wonderland. The heroine is attracted by a mysterious man wearing a White Rabbit’s mask and falls down a Rabbit Hole while following him…
As in the last year’s campaign, the girl is tempted to drink Redd’s beer and obviously she isn’t able to resist her curiosity. After tasting the Redd’s Cranberry a lavishly decadent party begins and the girl discovers that behind the White Rabbit mask there’s a pretty handsome guy…
… Thus the brand’s promise has been nicely accomplished – the girl’s curiosity led to her first tasting of the new Redd’s Cranberry, but it may have also initiated a romance. The campaign combines TV advertising with online activities that are centered around Redd’s Facebook fanpage (over 176 000 followers) and its minisite: http://www.redds.pl.
The campaign was prepared by GREY Warszawa, the spot was produced by Papaya Films and directed by Mark Wilkins. Below you may check the “making of” material from the shooting of the TV advert.