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Analyzing Reed's Radio Advertising Campaign

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Throughout the years Reed’s has used many strategies for promoting their Ginger Beer and other sodas. In 2010 Reed’s Inc. (Los Angeles-based Company) launched a cooperative radio advertising campaign in Southern California in partnership with Tesco’s Fresh & Easy Neighborhood Market for its Reed’s Ginger Brew and Virgil’s Root Beer. The radio advertisement is a 30-second spot focusing on a new in-store promotion at Fresh & Easy Neighborhood Market to support literacy. Winners got to choose which public school the books go to. This was Reed’s first time they advertised their brands on the radio. Fresh & Easy and Clear Channel Communications is the largest radio station owner in the U.S. for that media campaign. Reed's Culture Club Kombucha gained authorization in Shaws …show more content…

Kombucha has not received much of their attention in terms of promotion. The radio spot discusses Reed’s displays in selected Fresh & Easy stores feature the free books for school promotion (Fresh & Easy Buzz. 2010, October 26). Reed’s Inc. has a Facebook page with over 41,000 likes and puts captions with pictures of Kombucha to promote this new product to their followers. On Reed’s Inc. home page on their website they have a form their consumers can fill out to get free samples of their Kombucha and possibly a free t-shirt. Currently they have a $2.00 off promotion off any Reed’s Culture Club Kombucha product on their homepage informing their customers they are ready to spread some Kombucha love and savings (Reeds, Inc. 2015). Reeds Inc. focuses more on their sodas and ginger brews rather than their Culture Club Kombucha. The company continues to gain brand awareness and revenue growth, great for family branding (Reeds, Inc. 2015) Kombucha is still a new candidate in the beverage industry. Reed’s Ginger Brews and other sodas differ greatly in taste from

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