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MillerCoors hires creative firm to revamp Redd's

Monday, December 10, 2018   (0 Comments)
Posted by: Patrick Leary, Milwaukee Business Journal
MillerCoors wants to give its Redd's brand a boost, and will enlist a company that's already helping them launch a new brand to do so.

The Chicago-based beer company with significant Milwaukee operations has put Chicago agency Energy BBDO in charge of its Redd's and Redd's Wicked brands. The two brands are both fruit-flavored beer hybrids, and the original Redd's Apple franchise once ranked as one of the top growth brands in the industry, but is down 25.3 percent in sales dollars and 26.7 percent in volume year-to-date through Nov. 24, according to Nielsen data cited by MillerCoors.

"We are eager to hit the ground running with Energy BBDO to bring excitement back to Redd’s and build upon the momentum and unique world created by Redd’s Wicked,” wrote Bryan Ferschinger, MillerCoors' vice president of above premium brands, in a note sent Dec. 5 to employees and distributors.

Ferschinger attributed Redd's early success when it launched in late 2012 to its "unique" offering of a light, crisp alternative in a "surging flavored market."

"It’s imperative to get this sizable brand back on track,” Ferschinger said. "The whole idea here — and why we chose Energy BBDO for this project — is that they’re a partner that can bring some strategic thinking, passion and a new energy to Redd’s and Redd’s Wicked.”

Energy BBDO is also in the process of helping MillerCoors launch Cape Line, a healthier flavored beverage which is MillerCoors' latest attempt to grab share in the above premium category. MillerCoors is positioning Cape Line, which will launch in the spring, as a hybrid between full-flavored, established options like Mike's Hard and Twisted Tea and lower-calorie successes like White Claw and Truly Spiked & Sparkling.

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