Redd’s Case study REDD'S ME by bazina.sass+

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Industry Beers and Ciders
Media Case study
Market Russia
Agency bazina.sass+
Director Karina Taira
Art Director Sasha Istratova
Copywriter Tatiana Sadovnikova, Sveta Maybrodskaya
Client Service Director Talanova Irina
Producer Irina Yakovleva
Photographer Mathilde De L’Ecotais
Released April 2011

Credits & Description

Category: Titanium and Integrated
Advertiser: SABMILLER
Product/Service: REDD'S BEER
Date of First Appearance: Apr 1 2011
Creative Director/Owner: Natalia Bazina (bazina.sass+)
Strategic Planning Director/Owner: Uli Sass (bazina.sass+)
Client Service Director: Irina Talanova (bazina.sass+)
Copywriter: Sveta Maybrodskaya (bazina.sass+)
Copywriter: Tatiana Sadovnikova (bazina.sass+)
Director: Karina Taira
Director of Photography: Ekkehart Pollack
Photographer: Mathilde de L’Ecotais
General Producer: Anton Belin (Fibr Film production)
Producer: Irina Yakovleva (Fibr Film production)
Art Director: Sasha Istratova (bazina.sass+)
Account Manager: Julia Kazakovtseva (bazina.sass+)
Media placement: Outdoor - 3 Visuals - City-Formats In Moscow And Regions Of RF - 1-3 April 2011
Media placement: Glossy Press - 3 Visuals - Cosmo, Glamour, ELLE, Hello! - 12 April 2011
Media placement: Internet - 1 Video -, YouTube - 12 April 2011
Media placement: TV Campaign - 1 Spot - Pervy, Russia, CTC, REN-TV, 2x2 - 12 April 2011

Describe the campaign/entry
In Russia, it’s forbidden to have a human presence or anything even vaguely resembling a human presence (particularly when it comes to emotions) in beer advertising.
Redd’s is a confident, sensual and very emotional, sweet beer brand.
So, how to communicate its unique, sexy and sensual appeal to young, 18 – 24 year old women in an effective way?
We went to the core of the product – the fruits (apple, cherry, black currant), combined with ice (which is how Redd’s is drunk) and beer – and used them to tell a sensual exciting brand story.
It’s all about me. “Redd’s me” to be exact.
That’s the idea at the heart of this story. It’s the expression of a self-confident need of the target audience to be desired, wanted and to be the centre of attention.
“Redd’s Me” she says unashamedly. She’s saying what she wants and that she wants it now.

Describe how the campaign/entry was launched across each channel in the order of implementation
The centre-piece of the campaign is the 45 sec “Redd’s Me” film launched at and on YouTube.
A provocative 20 sec teaser on television - to invite the audience to view the “uncensored” 45 sec online version that’s “more than just…” Redd’s fruits, beer and ice.
Glossy press and premium outdoor visuals depict “works of art” clearly communicating the three fruit flavours while “whetting the appetite” and being suggestive at the same time.

Give some idea of how successful this campaign/entry was with both client and consumer
1) The 45 second video ‘Redd’s me’ received 39,000 views on YouTube within a week of being posted without ANY special advertising support. It also caught the attention of the three main online resources in Russia writing about creative advertising and marketing (,, They all posted news about this Redd’s campaign and sparked many discussions.
was placed on YouTube a little more than one week ago and it already got

2) The Link test results of this highly emotional piece of ad are very high. It took Top Box results (which is very rare for such an emotionally driven spot).

3) The total number of views on the video on YouTube for today is around 428 000 views (the Client’s plan was to get no fewer than 200 000 views per each month of placement on YouTube). So now that the video has been up for April and May we have already exceeded the number of views planned.