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15.03.2019

Redd’s Mango & Lemon – new, exotic flavour in our flavoured beer collection

Spring promises to be delicious! This March, the family of fruity Redd’s flavours will be expanded by exotic Mango &  Lemon. It is the first, but definitely not the last surprise prepared by Kompania Piwowarska for the fans of one of the most popular flavoured beers.

This is something completely new! The well-known collection of Redd’s beers: dry Bianco, sweet Raspberry & Pomegranate, refreshing Apple &  Lemon Grass, and slightly bitter Cranberry, is now joined by new Redd’s Mango & Lemon. Redd’s with a sweet, tropical aroma of mango balanced with refreshing lemon notes will sure be a true hit of the upcoming season. The taste of summer captured in a bottle of Redd’s Mango &  Lemon brings the atmosphere of warm, carefree, spontaneous and optimistic holidays. This season, the glass with Redd’s will always be half full! New Redd’s Mango & Lemon is available in a non-returnable 400ml bottle and a 500ml can.

Redd’s Mango & Lemon makes its debut, while the whole family… changes its artwork! The refreshed look of the Redd’s collection can already be seen in stores. Thanks to the new packages, with fruit as their central identification element, consumers will be able to easily distinguish different variants of Redd’s. The characteristic graphic form and intense colours make Redd’s stand out against other flavoured beers on store shelves.

March will also mark the beginning of a new communication platform under the slogan Let’s Redd’s.

– Our new communication strategy is based on authenticity, inspiration and a change of perspective. We present different women and different ways to enjoy life. We encourage people to notice and appreciate simple pleasures, fleeting moments, spontaneous meetings. We want to support Redd’s girls in accepting who they really are – with or without make-up, in a sweatsuit or a fabulous dress, wearing size 36 or 46. Which obviously does not mean that there are no fans of Redd’s among gentlemen – says Izabela Ciupińska, Brand Manager, adding: – Redd’s have fun, Redd’s meet, Redd’s chill… Everyone can write down their own version of the slogan, which invites to the world of pleasures. Let’s Redd’s!

The campaign will encompass a TV spot, digital activities, store and trade leaflet expositions, and a number of consumer activations. This spring, points of sale will see new, visually and qualitatively appealing POS materials that will attract customers’ attention and make Redd’s stand out in the flavoured beers category. The creative concept was prepared by the GPD agency, the spot was produced by the Dynamo production house, media purchase was taken care of by Zenith Polska. Social media and digital activities are being carried out by the Hand Made agency. The new packaging design was developed by Opus B Design.