Launching a new drink that can be whatever anyone wants it to be

Redd’s, a brand known for building a “world without bitterness,” was launching a new rosé version. But we wanted to go beyond the stereotype: “because it’s pink, it must be a drink for girls.”

We discovered that what was bringing the most bitterness to Colombians wasn’t flavor—it was polarization: people telling others what they should or shouldn’t be.

And with a beverage that wasn’t quite a beer, nor a rosé, nor an RTD, nor a sparkling wine—not easily defined—we turned that into our biggest strength.

Redd’s Rosé is for people who want to be whatever they want.

Inspired by the popular phrase “entre gustos no hay disgustos,” we developed the creative concept:
“When it comes to taste, there’s no bitterness.”

Key Results:

• Most successful product launch for the Redd’s brand in Colombia.

• What began as a limited-time “in-and-out” product became a permanent addition (AON) to the portfolio.