Redd´s is a Colombian beer different from all of the other ones because it is brewed without hops, so it has no bitterness.Instead, it’s kind of sweet, which makes it the “different beer”.

The brand believes that a world with not labels is a world without bitterness. In that sense, thats why it strives for tolerance and equality in the society. In Colombia, October 12 celebrates "race Day” whose objective is to commemorate the equality between races and elevate our cultural differences that are far more complex than only skin color.

On this date, we had to be relevant. We created a campaign that went beyond a simple homage and generated a public opinion hit to strengthen our brand stance. We needed to connect with our audience (millenials) at an emotional level, reinforce equity and the brand meaning.

We investigated the etymological origin of our race (indigenous) and we found that the Royal Spanish Academy, (the main regulatory entity of the Spanish language) assigned a pejorative meaning: "no cultured, of rustic manners". No cultured? A race whose wisdom is ancestral can’t be labeled like this.

We became outraged and created a national wide movement that crossed racial, cultural and linguistic boundaries in order to advocate for the indigenous culture.

We took "The day of the race – Oct 12" as a boost to show the problematic. We divided the campaign in 3 phases: indignation, signing collection and final petition. First, we generated indignation publishing the pejorative definition of indigenous of the RAE. Then we collected signatures to validate the national support and finally we wrote a formal petition to the RAE requiring the elimination of the pejorative meaning.

To promote our initiative we started with digital media and then we uncovered through massive media. October 3: We created a petition on chance.org

October 4: Key validators joined the initiative and invited to sign. On “race day” we gave it veracity by employing important leaders of cultural opinion related with the topic, who were in charge of amplifying the initiative through educational content on the subject generating a national opinión coup. As well, members of the indigenous communities of the country joined the protest giving their point of view and defending their culture.

We created a song as a symbol of union that became the anthem of the initiative. October 10: The petition was disseminated through mass media and influencers who created branded content relevant for the audience. Formal request of the petition to the RAE.

October 11: Communication of our results.

The petition expanded in record time: Over 45,000 people supported our initiative in just 11 days.

- Leaders of indigenous communities became part of the campaign and support it.

- The main media and influencers amplified the initiative: Over 35.000 media impressions.

- The RAE is evaluating our request to eliminate the definition in the next edition of the dictionary.

- We made a whole country redefine the concept of being Indigenous.