Rickard's Red

There is really only one red beer that comes to mind, and that’s Rickard’s. Trying to capture drinkers who are consciously looking for a brand outside the mainstream, the platform of "A Shade Different" positions Rickard’s as a beer that extends them beyond their usual range.
The campaign glorifies the distinctive red colour and uses a visually arresting graphic depicting invisible foam-laden draft glasses to instill intrigue and desire.
Outdoor and entertainment weeklies combined with extensive in-bar washroom advertising, point-of-sale and merchandising added support.