New Brand Positioning: Nestle' Glowelle


Red is proud to have been the Brand Postioning & Messaging Lead for the Nestle' consortium that helped launch Glowelle, the food giant's innovative beauty water that fights the signs of aging with every sip. The new diet supplement beverage contains a proprietary blend of high-antioxidant vitamins, fruit extracts, and phtyo-nutrients which combat free radicals while hydrating the skin to its healthy, glowing best. After rounds of consumer research, competitive audits and concept testing, Red created the promise, "Drink in beautiful skin," which will be theme for marketing and promotion as Glowelle launches at retail.




In The Works: Tourneau All-Channel Shopping Experience


New York-based Tourneau, the upscale retailer of the world's largest selection of fine watches, has contacted Red to help them vision and design a leading-edge, all-channel branded shopping experience. Among their objectives are to provide timepiece aficionados an immersive and interactive connection with Tourneau's authoritative collector content, unparalleled product selection, personalized customer service – and of course, to retail legendary watches – whether their customers choose to shop online, via smartphone, or within one of their 40 stores worldwide. Pictured here is latest thinking on a lifestyle-inspired user interface for web, mobile and iPad. Stay tuned!




New Campaign: ArrestSalesKillers.org


Escalate Retail, a software and services provider to the world's leading retailers, recently engaged Red to reposition and relaunch their brand in a provocative, hyper-relevant way. (That's all we needed to hear.) Targeting current and prospective customers, analysts, and internal associates, we put Escalate at the center of a "movement" dedicated to solving the most acute problem of every retailer today: identifying and overcoming consumer shopping behaviors that lead to lost sales, eroding brand loyalty, and diminishing market share.

Centered around a website Red designed and developed – ArrestSalesKillers.org – the multi-media campaign embodies the problematic consumer behaviors as fugitives who must be vanquished, while providing retailers the tools (such as whitepapers, viral videos, webinars, and widgets) to capture lost sales. Learn more >




New Luxury Product: Stellar Gin


When Brown-Forman decided to introduce a luxury gin, Red was engaged to position and name the new brand, then develop all key brand assets. Soon, "Stellar Gin" was born and the new brand's mark, digital experience, distinctive package, and advertising were created. At launch, influencers in four key markets were identified (dubbed "Stellar VIPs") and given all the right tools to get themselves and their friends behind those pesky velvet ropes and into the hottest clubs and bars to share the Stellar experience. All told, the endeavor resulted in nearly 3,000 direct experiences with the new Stellar brand, producing high-purchase intents from the VIPs as well as from the people they told about the program and events. 50 percent of the VIPs told more than nine people about the program, while 25 percent of the VIPs told more than fifteen people about it – and that's word of mouth in action.




New Targeted Email: Mediterraneo Restaurant


As part of our re-branding of Blackfin Partners' flagship restaurant concept, Mediterraneo, Red developed a targeted e-mail campaign designed to showcase both the property's new menu – and sense of style. The client's existing database was enhanced with new, high-value addresses captured via a Red-produced VIP "Grand Re-opening" party for Mediterraneo, during which guests were offered a complimentary membership to the restaurant’s wine club in exchange for their e-mail addresses. Executed using ExactTarget, the weekly campaign is under way and already successfully stirring appetites ... and new guest traffic.




New Website: Thorne.com


For more than 25 years, Thorne Research has led the dietary supplements category with an obsessive pursuit of purity, quality and bioavailability. Their supplements adhere to pharmaceutical standards (though they’re not required to), and are well known for their efficacy and safety. Recently, Thorne tapped Red’s interactive team to develop a new website that not only conveys their unique approach to doing business, but that also retails 300+ skus while providing comprehensive research and educational support to practitioners. Visit thorne.com



In The Works: illy Insiders Book


Our client illy is one of the world’s premier culinary brands, not to mention the originator of espresso as we know and savor it today.  So it comes as no surprise that illy counts luminaries from the international arts, business, and philanthropic communities among its biggest fans. To celebrate and commemorate its relationship with these opinion leaders, illy has asked Red to collaborate in the development of an oversized gift-book featuring photographs, quotes, and anecdotes collected over the last 75 years.  Work is underway, with publication planned later this year.



New Work: Targus Global Brand Identity

The leading supplier of notebook carrying cases and accessories, Targus had become synonymous with the “road warrior” in 150 countries around the world. As the brand developed new ambitions to offer greater appeal to a wider, more trend-oriented audience (spurred by its approval to supply cases and accessories for Apple products), it needed to up the ante in its brand identity and product design. After leading a comprehensive brand repositioning project which identified and introduced new consumer segments, new messaging opportunities and new product inspiration to the client, Red was then asked to evolve the Targus corporate identity. With a profitable consumer and retail franchise going back more than 20 years, “evolve” was an operative word. The new design simultaneously captures the brand’s fresh, style-driven future and familiar, trusted past.



We Like: Malibu Market & Design




Just north of the Colony along PCH is Malibu Market & Design, a veritable Disneyland for designers and decorators.  If you’re in the neighborhood on a sunny weekend, run, don’t walk to this inspiring place.  You’ll find an incredible array of high-end contemporary furnishings, landscape architecture, and boutique items for the home and garden, all of which share an impeccable design ethos.   The lush landscaping on four rambling terraces overlooking the Pacific don’t hurt either.  Their website disappoints, but hey, no one’s perfect. Go there