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06/28/04
Redhook Taps Sedgwick Rd. As New Advertising Partner
Agency to Brew Campaigns Introducing Distinctive Redhook Beers to New Consumers SEATTLE -- June 21, 2004 -- Redhook Ale Brewery, renowned maker of handcrafted beers in the European tradition, has chosen Sedgwick Rd. as its agency of record to develop new marketing and advertising campaigns. The selection was made official last week, and work is already beginning on consumer research that will lead to the development of a host of new creative elements and campaigns. Over the past 23 years, Redhook has created a highly respected and successful brand, with an enthusiastic and loyal customer base. Sedgwick Rd. was selected to build upon this strong foundation because of the agency's proven track record of helping established brands in mature markets increase their reach and solidify their leadership positions. "As an already successful beverage brand, it is critical that we bring on an advertising partner with the experience and smarts that will get us to the next level," states Tim McFall, vice president of marketing for the Redhook brand. "Of the numerous agencies we met with, the team at Sedgwick Rd. overwhelmingly demonstrated the most confidence in their approach and their thinking, inspiring confidence in us that they can deliver the results we seek." The agency's use of in-depth research will challenge existing conventions, leading to the development of unique advertising, marketing and positioning strategies for Redhook. The resulting work will enhance the emotional connection current customers have to the Redhook brand, as well as position the company as a beer to consider among new groups of discerning consumers. "There's an electricity, a real passion at Redhook about the company, its products and the potential for growth, providing exactly the type of environment that allows my team to do its best work," says Jim Walker, Sedgwick Rd.'s president. "Redhook created the craft brew category as we know it today, and we're excited to have the opportunity to work with the company to figure out how we'll redefine the market for the next 20 years." |
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