In 2025, Red Finch entered a category where it had become difficult for newcomers to get noticed. After global brands left Russia, the shelf filled with new names: in the first half of 2024 alone, 96 new beer brands appeared, while the top three producers' share fell from 81.7% to 61.4% (NielsenIQ). Non-alcoholic beer was the most dynamic segment, growing 7.4% in volume against 2.3% for beer overall. Consumers faced an oversupply of new brands. In beer, shoppers fall back on a familiar repertoire — a taste they know, an image they recognise — though 29% of Russians say they like trying new things. Being on the shelf wasn't enough: there had to be an emotional reason to notice this brand specifically. A parallel problem existed in music. New artists compete for attention among thousands of others, where a good product is no longer enough: without promotion, feedback and an audience, even strong tracks go unheard. Both worlds were in the same situation — too many new names, not enough attention.
Problem
Red Finch 0.0 risked becoming just another new name on the shelf. A standard campaign could deliver reach but not solve the core problem of the launch: how to give the audience an emotional reason to notice and try this brand. Overall goal: build awareness and establish the perception of "a brand worth trying" in an overcrowded category. — Marketing: awareness among the 25–39 audience. Target — PBA 35%+. — Communications: shift perception from "another new name" to "worth trying." Target — consideration 25%+, trial 10%+. — Media: reach through channels relevant to the audience's cultural context. Target — 25M+ PR reach, 500+ publications. — Social: help emerging musicians be heard.
Solution
Strategy A young non-alcoholic beer brand and emerging musicians faced the same challenge: A quality product exists. There are no fans. And both spoke to people rejecting the default — in what they drink and what they listen to. So the brand and artists could become visible together. Idea We turned Red Finch’s launch budget into a media resource for both the brand and musicians. 15 MLN ₽ split between brand and artist promotion. To promote a new brand. And to promote new musicians. Every ruble of the launch budget worked twice: building Red Finch awareness and giving young musicians an audience. Execution — Media Every ad placement, across every communication channel, always worked for two sides. And for the artists. And for the brand. One principle, many executions: Banners / Social media / Music shows / Radio spots / Streaming services / Media / Events Execution — Mechanics We didn’t just split the budget — we created a 5-level support system: more brand reach + new feedback at every level. At Level 1 - Support: Social media / Feedback: from listeners At Level 2 - Support: Banners + streaming ads / Feedback: from industry experts At level 3 - Support: Radio rotations / Feedback: from music jury At level 4 - Support: Media + events integrations / Feedback: from star jury At level 5 - Support: big stage + music shows integrations / Feedback: from ambassador This allowed hundreds of musicians to appear in Red Finch ads and thousands to receive feedback.
Results
With one budget, we helped both the brand and the musicians get heard. Red Finch Brand awareness 42% against a 35% target Trial 14% against a 10% target Music association +8 pp against a +5 pp target The number one beer brand launch in Russia in 2025, Ipsos Musicians 10,000+ applications submitted 6,000+ received feedback 157 appeared in brand advertising and gained reach 35 significantly increased their streams 32,000,000 total reach against a 25,000,000 target Shared by the brand and 157 artists
