CELEBRATING RED FOR VICTORY
By Bobby Riley | September 10th, 2009
This is a follow up to Dan’s post last month on the 28th, regarding the excitement of the Burton Good Book and some of our featured RED work within it. I wanted to mention that the 2010 ‘Ride Forever’ campaign developed by Soldier including the naming/design of both Redphones™ and RedAir™ technology is live to experience at Burton.com
Since 2003 Soldier has partnered with Burton on a host of diverse projects. In 2008 Soldier was engaged as Agency of Record to realign and empower the poised RED brand. Soldier defined the high priority campaign as ‘Ride Forever’, which was the result of a 12 month re-branding initiative driven by Soldier’s Brandseeking™ process in collaboration with RED’s senior management team. Driving all facets of design and marketing communication Soldier used the following in house disciplines to synchronize the campaign: Brandseeking™, Interactive, Art Direction, Print, Architecture, Advertising, Point-of-Purchase, Soldier MFG, Copywriting, Photography and Illustration. Holistically were able to achieved a real honest posture with RED in both style and substance categories according to Burton’s sales, product and marketing directors. The realignment should serve as a solid platform for the future brand building efforts alongside Burton.
It was the goal from the beginning to step up the excellence, love and respect for RED and ultimately have Burton hug the brand tighter than ever before. The fact that RED is now on burton.com is a huge victory for all involved and trending the way we hoped. Cheers to Burton marketing and the Soldier crew on this one!
I am going to grab a Leffe at Tory Row across the street.