Relaunch boost for Reloaded RTD
Halewood International is investing again in the RTD category with a new variant, a new look and the first campaign in four years for its Red Square RTD range.
Red Square: first campaign in four years
It is launching a new Moscow Mule flavoured drink this week in a bid to bring more women into the brand, and has redesigned packaging for Red Square Reloaded, which it is relaunching as Reloaded from Red Square.
“Reloaded was one of the original RTDs launched onto the market 10 years ago,” said head of innovation Richard Clark. “Despite all the talk of the death of the RTD category, Reloaded continues to perform well and is a multi-million-pound brand, so we thought it was time to give it a boost.”
The launches will be supported with a £500,000 campaign, including a revamped website, digital advertising and activity on social networking sites such as Facebook.
In the on-trade PoS, sampling and an education programme will help build brand awareness.
“The brand is targeted at 18 to 25-year-olds and online activity is the best way to engage this market, although we are also planning on running press adverts in relevant magazines as well,” said Clark.
This is the fourth launch this year from the Merseyside-based company, following Crabbie’s Alcoholic Ginger Beer, Lamb’s Spiced Rum and Lambrini Rosé.
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