DraftFcb and Kubis Interactive relaunched Redd’s, with a new campaign and a new online image .
The new campaign is signed by DraftFcb and runs under “Redd’s awards your curiosity” slogan . Redd’s launched Redd’s Fresh, with a new packaging and a distinct identity .
The new Redd’s is communicated through the new campaign, centered around the website www.redds.ro and that focuses on curiosity, a key element for women .
We have a new platform, feminine curiosity, that we would love to make really interesting . Our plan was more to generate curiosity than to talk about it (…) We tried to literally reward curiosity . We wanted to have something for each girl, no matter how curious they are or how willing they are to follow their curiosity
Senior Copywriter Draftfcb.
Redd’s campaign includes TV spot, OOH executions and an online component supported in social media by “Redd’s Too Tasty for Men” Facebook account .
The teams involved in campaign included:
- Ursus Breweries: Anca Severin – Brand Manager, Andreea Munteanu – Brand Assistant, Gabriela Cretu – Global Brands Director
- Draftfcb: Vlad Tomei – Senior Copywriter, Catalin Rulea – Art Director, Claudiu Dobrita – Creative Director, Catalina Balan – Account Manager, Ana-Maria Oila – Account Director, Alina Stefan – PR Manager, Ana-Maria Pascaru – Senior PR Manager, Andra Stanculescu – BTL Executive
- Kubis Interactive: Vlad Popovici – Client Service Director, Mihaela Mineu – Account Manager, Sorina Pentilescu – Creative Director, Tara Duveanu – Copywriter, Andreea Dobrin – Art Director, Dragos Oancea – Programmer, Razvan Radulescu – Flash Developer .