WEEKENDER: REDDS Carnival X Bloem

I was lucky enough to attend the REDDS Carnival when it made its tour visit to Bloemfontein just last week. For one that has never attended an event of such nature; where the theme is to wear something loud and carnival-like I had no idea what to expect nor wear. I spent three of my four days leading up to the carnival on what wear- heck I even contemplated on whether I should attend or not.

On getting final arrangements and confirmation mail on the event (Carnival) itself, it dawned to me the event would mark the opening of Macufe 2014 as the carnival was to end off at the infamous Macufe Dome for the REDDS after party.

Nonetheless, the missus assured me the best way is to dress comfortably and in something relaxed. Clearly, my pantoffels (read; slippers) weren’t going to cut it. Clothing aside, October the 3rd arrived and I made my way to Bleom’s Old Grey Sports Grounds (which are just around the corner from my work) to authenticate with tags and hop on the Carnival bus for some uncontainable fun. The bus took us for a mini drive on Bloem’s main roads before heading to the Central University’s Main Campus gate where we were joined by the remained of the crew and cast for the actual progression to the Macufe Dome.

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The colourful carnival, which burst of colour just like the flavourful taste of either REDDS Bold, Original and Dry was anything but short of exceeding expectations. (see picture essay.) Best part is that the carnival was followed by an amazing Hip Hop show at the Macufe Dome. Here REDDS touring artists; Major League DJz, Riky Rick and Dj Speedsta kept the beats bumping.

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[dropcap1]I[/dropcap1]n our efforts of understanding brands, the way forward and what more we (consumers) can expect we were afforded the opportunity to chat with Michelle Pavkovich, Marketing Manager at REDDS.

[title type=”h2″ class=””]Michelle loves her REDDS Bold Crisp extra cold, loves to travel and can’t live without her phone’s charger.[/title]

[quote_box author=”” profession=””]1. What is at the top of your to-do-list?
Making the most of everyday and Living in the present

2. What is your business focus at Redd’s right now?

Re-igniting the love for the brand and making consumers understand that Redd’s is the most crisp refreshing flavoured alcoholic beverage that is in the market.

3. Why the Redd’s carnival? What sets this campaign apart from any other?

Redd’s has always been about connecting people, places and music and this concept of Carnival, does just that. It brings to life the energy and passion of many individuals celebrating and sharing their diversity as one unit.
This campaign is distinctive and unique to anything in the market at the moment. It evokes a very positive emotion in every person that is exposed to it and elicits participation naturally and freely.

4. Putting together a carnival of this magnitude AND still having to tour it across the country must aquire a lot of your time and energy, how do you manage?

Yes it does, but the campaign is infectious and becomes part of you. When you get to experience the joy and excitement the campaign brings to communities and key municipality stakeholders across the country it keeps your spirit and energy alive.

5. What is the biggest trend to note in your industry?
Innovation is key in the market, and providing the Consumers with what they believe to be trendy,they are your biggest research tool –they will tell you what they believe to be inspirational and trendy. You have to have your finger on the pulse at all times.

6. How do you inspire others?
By finding value in everything I do in life ,and sharing this truth.There is always a lesson to be learnt from every venture explored.

7. What inspires you?
My family and friends, those closest to me, I value every single one of my relationships.
I also strongly believe in “what’s meant to be will be” and that you have to embrace life for everything it offers you.

8. Your ideal carnival, what do you imagine it to be like?
It would be a feast for the senses, from elaborate costumes designed by local talent, Floats that become iconic art pieces which are designed and inspired by local artists. An explosion of great music and dance styles that no-one has ever seen before and most importantly, everyone is invited!
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Papi Mabele

Papi Mabele has a marketing background, he is a digital marketing expert with extensive experience in launching and building global brands in the emerging markets. Papi is also an avid tech writer, enthusiast and all round tech junkie. As a freelance writer and analyst he has been numerously published in Popular Mechanics (SA), GQ South Africa, Premier Magazine, Driven Magazine, Bloem News, Courant, The Weekly, Enthooze Magazine and PiE magazine amongst others.