Mekanism Gets Wicked for MillerCoors’ Apple Ale Brand Redd’s

By Erik Oster 

Mekanism launched a new campaign for MillerCoors’ Redd’s Wicked Apple brand, for which its serves as agency of record, with a pair of 15-second spots. Both spots keeps things fairly simple, riffing on western and police interrogation themes before leading into the “It’s about to get Wicked” tagline. The former is a bit more obvious, announcing the motif with its music, tumbleweed and cracked whip shattering a glass of the product.

The latter, meanwhile, is easy to miss. It’s all there if you’re looking for it, what with the the dimmed lights and bottle sweating under pressure….but casual viewers may not catch all that.

In both cases, the spots don’t do a while lot to attract the attention of the millenial male audience they target. The ads play on “the idea that the best nights start with a bang and end with a story,” with their invitation to “start boldly” leading into the tagline, but they ultimately feel a little flat.

It’s an approach that alludes to the increased ABV (8 percent) of the beverage over Redd’s flagship offering (which weighs in at 5 percent) without mentioning it specifically, so we have to wonder if there’s not a more direct way to point out the difference.


The spots will run on broadcast and digital, with support from radio, print, OOH and social initiatives from SM AOR Epic Signal.

Agency: Mekanism
Client: Redd’s Wicked Apple
President/CEO: Jason Harris
Creative Director: Todd Feitlin
Head of Design: Justin Kay
Copywriter: Ben Santoriello
Jr. Art Director: Grace Hwang
Head of Production: Kati Haberstock
Head of Digital Innovation: Sean Cosier
Associate Director, Production Business Affairs: Denice Heyward
Senior Producer: Amanda Schultz
Interactive Producer: Jackie Backer
Print Producer: Jeff Leach
Director, Brand Management: Caroline Moncure
Senior Brand Manager: Meagan Cotruvo
Brand Manager: Emily Jaslove
Brand Strategist: Asher Stamell

Production Credits
Live Action, VFX, Finish: Framestore
Editorial: Cut and Run
Music Composition: Butter Music + Sound
Sound Design & Mix: Mr. Bronx Audio

Social agency: Epic Signal