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Red Rat is New Zealand’s original streetwear brand. But with ambitious growth targets and international competitors biting at their ankles, they needed help earning the loyalty of their notoriously promiscuous streetwear audience.
Our strategy was three-pronged:
#1 Reinvigorate the Red Rat brand with a point of difference to underpin their growth aspirations.
#2 Build an expanded media approach to increase share of voice and grow awareness and consideration.
#3 Connect the brand with wider audiences via a new CVP, enhanced loyalty programme, and influencer and social purpose initiatives to galvanise the business into a category challenger.
We’re now rolling this out via a new brand platform and visual identity, revitalising their loyalty programme and refreshing their social and retail channels. We can’t wait to see the impact it’s going to have on the business. Red Rat forever!