Redd’s Apple Ale is different. It’s crisp like an apple but brewed like an ale. It is not a cider, it’s a beer with apple flavor. This differentiating feature is what lead us to the campaign, “Pick Different”.
We used a simple device to disrupt our guys drink choice when faced with the ultimate question, “What are you having?”, this disruption inspires him to choose Redd’s Apple Ale.
This remains the most successful new product launch in MillerCoors History.
In year 2 we were introducing Redd’s Strawberry Ale. We stuck with a similar disruption device only this time we used…you guessed it, strawberries.