MadeBrave teams up with Red Star Brands to promote Four Loko’s newest flavour.
- Starting January 2025, MadeBrave will lead a campaign across Scotland and Northern England.
- The initiative aims to enhance Four Loko’s brand visibility using multiple media channels.
- Four Loko continues to grow as a leading RTD brand in major UK retailers.
- Both companies express confidence in their collaborative strategy for UK market expansion.
Red Star Brands has appointed MadeBrave as its lead creative partner to enhance Four Loko’s presence in the UK. The partnership will kick off with a campaign in January 2025 that will focus on raising awareness of Four Loko’s latest limited-edition flavour. This strategic move comes as part of Red Star Brands’ efforts to bolster its market position across Scotland and Northern England, with a creative campaign encompassing outdoor advertising, social media, and in-store promotions.
Stacey Caldwell, the marketing manager, highlighted the company’s journey since 2021 and the need for a creative partner capable of engaging UK audiences. “Since launching Four Loko in 2021, we have been searching for the right creative partner here in the UK to drive brand growth across UK audiences after seeing success in the US,” Caldwell stated. She expressed her excitement about MadeBrave’s understanding of the Ready to Drink (RTD) category and their innovative approach, which aligns with Four Loko’s brand vision.
The strategy to introduce ongoing limited-edition flavours appears effective, as indicated by marketing manager Stacey Caldwell. She confidently pointed out that MadeBrave is poised to make a substantial impact. The collaboration is expected to leverage Four Loko’s brand platform, ‘Fuelling you from four to four’, which has been integral to its identity and success in the market.
Bec Chelin, MadeBrave’s client services director, shared enthusiasm for the project, emphasising the creative potential and disruptive nature of the campaigns. Chelin remarked on Red Star’s role as an ideal client due to their commitment to bold, creative marketing strategies. “The team at Red Star embody everything we look for in client partners – an unwavering commitment to bold creative marketing and the bravery to execute it for brands looking to disrupt and lead in their categories,” Chelin said. The upcoming campaign aims to captivate audiences with a powerful narrative, ensuring Four Loko remains prominent in retail environments.
MadeBrave has recently experienced significant growth, showcasing a 39% increase in annual revenue. This financial success, alongside their strategic acumen, positions them well for this new venture. Their expertise in brand strategy and growth supports the ambition to enhance Four Loko’s market presence, particularly as they tackle the UK’s competitive RTD sector.
This partnership marks a promising venture as Red Star Brands and MadeBrave unite to elevate Four Loko’s market standing in the UK.
