Arsenoaiei & Matasel repositioned Redd’s beer as the Taste Creator

Cristina Blanaru Ads, Branding, Creativity, Marketing

Arsenoaiei & Matasel signs the newest campaign (started on July 1st) for Redd’s, that brings Redd’s into a new territory and reposition the brand as taste creator.

The new brand territory reunites, at positioning level, the way consumers report themselves to taste and good taste, but also the way Redd’s innovated and diversified its “tastes” offer. Redd’s is a taste creator as, remixing ingredients such as beer, ice and fruits, manages to create a special beer for women and present it to them in a special packaging and focusing on a serving ritual unique in the world.

Redd’s is a brand that opened a category and that launched the 1st beer with lemon flavor in 2008. It is a pioneer brand that always educated consumers’ taste and innovated continuously, being the 1st beer in Romania that, in 2012, launched a version with cranberries taste. Redd’s was and will remain a brand that creates taste

Laura Andrei,

Senior Brand Manager, Premium Brands, Ursus Breweries

The central point of the campaign is given by the new packaging, unique on the Romanian beer market, namely transparent glass. The campaign includes a TV ad, a new website, outdoor panels, press ads, PR and retail communication.

The agencies that worked together for the campaign launch are Arsenoaiei & Matasel (strategy, creative), Kubis Interactive (digital), Mercury 360 (BTL) and The Practice (strategy, PR).

Arsenoaiei&Matasel, the agency that developed the new territory, is the only entity in Romania lead by two product people that represent the 2 fundamental disciplines in communication industry: creation and strategy. The project team that worked on Redd’s campaign included Razvan Matasel – Strategy Director, Emilian Arsenoaiei – Creative Director, Edouard Cubassa – Head of Art, Maria Manolescu – Senior Copywriter, Ioana Proca – Client Service Director.

From Ursus Breweries, the project team included: Gabriela Crețu – Global Brands Director Ursus Breweries, Laura Andrei – Senior Brand Manager, Alina Martinescu – Junior Brand Manager.