Brief
Red Label over time had developed an identity as the recruiter into the JW range but had recently begun to lose its appeal in the eyes of their Target Audience. We were tasked with coming up with a club activation aimed at creating a positive perception of Red Label
Objective
- Rebuild RED LABEL as a recruiter into the JW range
- Increase brand awareness via On-trade (in club) and build an enduring relationship with its consumers.
- Create awareness for the brand and educate consumers on the variety of mixers to enjoy the brand with.
Execution
Using a mix of Local DJ’s, Hype Men & Ritual Serves by BA’s we conducted a 21 week club activation in Lagos, West, East, North & Central designed to drive availability of Red Label in over 60 Jollity Outlets across all regions.
