Brand Packaging March 2011 by Pauline Hammerbeck

By Pauline Hammerbeck

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1 percent volume share of Russia’s premium beer market. However, as global competitors launched similar beers, REDD’S struggled to justify its elevated price point and compete in what was b becoming a crowded marketplace. The masculine beer cues and bland colors didn’t help — imageconscious women didn’t want to be seen drinking the product. As a result, REDD’S saw its volume market share fall. The solution was to redesign and reposition the brand as “a fashion accessory for stylish young women” between the ages of 18 and 25.

B E V E R A G E % 3 | ) ' . H O M E s & - / , $ P E R S O N A L - ! C A R E . 5 | & ! # 4 5 2 ) H E A L T H C A R E .

The solution was to redesign and reposition the brand as “a fashion accessory for stylish young women” between the ages of 18 and 25. The updated glass bottles and cans feature an elegant logo, embossed ornamental details and a feminine color palette — maroon, purple and fuchsia. > THE BOTTOM LINE: In the first four months following REDD’S relaunch, when volume sales in the superpremium market fell by eight percent, the brand actually grew by 26 percent, proving that its new stylish appeal was paying off.

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