Those four fabulous, straight-talking friends are back, and we don't mean Carrie, Samantha, Charlotte and Miranda. We're talking SA's own trendy foursome - CJ, Phumzile, Cindy and Lindiwe - the popular stars of the long-running Redd's Premium Dry “Phola with Redd's” campaign.
Lowe Bull Cape Town is the creative force behind this entertaining campaign. After a frenetic day working, studying and surviving the urban jungle, four friends get together in a trendy nightspot to chill out and relax (or “phola”), with a Redd's Premium Dry. The eavesdropping viewer is treated to humorous conversations and skits - the epitome of a creative concept with legs.
The commercials target women in who work hard and have little personal time. “Women in this market are prepared to pay a premium for a brand which reinforces their belief in themselves as successful and independent,” says Kirk Gainsford, creative director. The dynamic, stylish and successful friends are the embodiment of the modern women being targeted.
The basic premise for the commercials remains focused on “phola time”. The friends have however, moved up in the world since last viewers saw them.
“The characters are evolving, conveying stronger aspirations while still being their accessible, easy-to-relate-to selves,” explains Gainsford. “We're exploring other facets of their lives, showing that they have rich, full lives and share everything, including stories about men, work and family, while having a laugh at themselves.”
The new episodes are “Fashion Police”, where Lindiwe's in the dock in ‘Couture Court' for dressing unfashionably for her graduation ceremony, and “Bad Day”, where the friends report on the bad days they've had at work. They revel in their friendship, and their chance to “phola” and enjoy time off together, prompting the payoff line - “Redd's - 100% dry, 100% Phola”.
The commercials work as hard as they play, reinforcing the Redd's brand proposition and stimulating trial amongst targeted consumers.
Visit our PRESS OFFICE: Lowe Bull Group is an advertising agency, specialising in the creation of through-the-line strategic and creative advertising campaigns. They search for the big idea, which is translatable into sustainable, relevant and effective communication. The Lowe Bull Group also incorporates Initiative Media, O.I.L (Original Insight Learning), longtail (e marketing) and Mick&Nick (below the line specialists).- more....
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