“Google’s ‘Made with Code’ program aims to get girls into computer science”

What are the biggest challenges indie shops will face in 2020?

“Coding Is Cool! Just Ask Mindy Kaling”

“A Video You’ll Want to Share with Every Little Girl You Know”

The Top 5 Creative Campaigns You Need To Know About Right Now

AdAge - BabyGanics 10/18/2021

Babyganics Apologises to Parents Everywhere and Celebrates Perfectly Imperfect Parenting

LBB - Babyganics 10/15/2021

Why is This Popular Craft Beer Now Selling for $100 a Six Pack?

Can struggling brands make a comeback with experiences?

Black Advocacy Nonprofit 600 & Rising Names Inaugural Board of Directors

One Small Step for Google, One Giant Leap for Empowering Girls to Code

“$50 million Google coding initiative targets girls”

Brands, it’s time to stop passing the buck on diversity

“Google’s New Plan To Get More High School Girls Interested in Tech”

“Google Invests $50 Million to Close the Tech Gender Gap”

Netflix’s ‘Make Room’ Campaign Calls for Greater Diversity and Inclusivity

Netflix’s New Ad Shows How It ‘Makes Room’ For Stories That Don’t Find Their Way In Hollywood

“Google Launches Made with Code #madewithcode”

Greg Hahn To Keynote Ad Age Small Agency Conference

Netflix Has a Message for Hollywood: Make Room for Others

Diageo launches 10-year sustainability action plan

“How To… Build Something Meaningful”

If you don’t have a climate plan, you don’t have a business plan

Fast Company

'Advertising is as powerful as religion' — it just needs more female founders

“Made With Code: Why Teaching Code to Young Girls Matters”

Google Is Putting $50 Million Toward Getting Girls to Code

Fat Tire Releases Beer Made From Ingredients Available In The Future. It’s Awful And They Know It.

Forbes

“My career in 5 executions: Red & Co.’s Mira Kaddoura”

“Google Launches Made with Code to Inspire Girls to Get Techy”

30 Agencies, Including 72andSunny and Wieden + Kennedy, Are Releasing Diversity Data

Netflix issues a clarion call for diverse talent in ‘Make Room’ ad

Fat Tire's 'Drink Sustainably' Effort Advertises Six-Packs for $100

Babyganics Apologizes To Parents Everywhere, Celebrates Perfectly Imperfect Parenting

Yahoo - Babyganics 10/12/2021

Campaign US 2019 Inclusive and Creative Winners

“Google’s Made with Code: Watch our girls take over the world. (Then watch Icona Pop.)”

Netflix’s “Make Room” Video Starring Uzo Aduba Will Make You Feel Seen

Fat Tire Amber Ale Goes Carbon Neutral with Drink Sustainability Initiative

On Beer Day, New Belgium Sends Climate Change Warning With Price Spike

Red & Co. Starts New CMO Chat Series With Lululemon Convo

We are the 0.1%: Why the ad world needs more female founders

Google and Square Recruit Girls Early to Tackle Tech’s Gender Problem

Diageo Launches New Ten-Year Sustainability Action Plan

Babyganics hace un homenaje a “la paternidad perfectamente imperfecta”

Reason Why - Babyganics 10/15/2021

Netflix Celebrates Its Diversity of Voices in New Ad with Uzo Aduba – A call to #MakeRoom for everyone

Fat Tire Beer Introduces The $100 Six-Pack Before Everyone Else Does

Babyganics Captures The 'Perfectly Imperfect' Chaos Of Parenting


AdAge - BabyGanics 10/13/2021

Netflix pledges to ‘make room’ for diversity

Why New Belgium Brewing is Charging $100 for a Six-Pack of Fat Tire Today

Fat Tire Hikes the Price of its Six-Pack to $100 to Prove a Point on Climate Change

“’Embrace who you are’: Exceptional Women of the World, featuring Mira Kaddoura, Red & Co.”

Babyganics Releases New 'Perfectly Imperfect' Campaign to Give Parents the Support They Need

Parents - Babyganics 10/15/2021

Zac Posen partners with Google to show NYC fashion week’s first-ever LED dress

Mira Kaddoura on making a difference, women in business and challenging the agency format

Fat Tire Amber Ale wants you to “Drink Sustainably”

Why New Belgium Is Charging $100 for a Six-Pack of Beer

Adweek’s Creative 100: Meet 2019’s Most Fascinating People in Marketing, Media and Culture

Why Fat Tire beer costs $100 per six-pack on International Beer Day

The Thing About Discomfort with Mira Kaddoura

Netflix Issues Impassioned Statement in Response to Steven Spielberg and Oscars Backlash

“The Good Flock teams with Nike and Tom Sachs to design bags for Mars Yard 2.0 sneaker launch”

The Year in Creativity, 2020 — Highlights from a turbulent 12 months, and what's next

Babyganics Kicks Off Its Campaign Celebrating Imperfect Parents With an Apology

Adweek - Babyganics 10/21/2021

Fat Tire Creates the Perfect Beer for a Bitter Future Ravaged by Climate Change

AdAge

Design the Life You Want, and Your Career Will Thank You

Duke Stump

We don’t always get to pick the categories we work in. We don’t always get to pick the work we work on. And we don’t always get to pick the clients we work with. That is what we call life, and you learn good things from it. But every so often, it’s as if you did get to pick, and then you get to work with Sara Mendez Bermudez. As a leader, she is passionate, disciplined, informed, and focused. As a human she is just—RADIANT. Tune in when Mira, Clare, and Sara hit the Red & Co. stage for a deep dive into how this CMO engineered not only a turnaround for Babyganics—but brought the whole category with her.

We don’t always get to pick the categories we work in. We don’t always get to pick the work we work on. And we don’t always get to pick the clients we work with. That is what we call life, and you learn good things from it. But every so often, it’s as if you did get to pick, and then you get to work with Sara Mendez Bermudez. As a leader, she is passionate, disciplined, informed and focused. As a human she is just RADIANT. Tune in when Mira, Clare and Sara hit the Red & Co. stage for a deep dive into how this CMO not only engineered a brand rebirth for Babyganics—but brought the whole category with her.

Sara Mendez Bermudez

Global CMO, SC Johnson Lifestyle Brands

Mira Kaddoura

Founder & ECD, Red & Co.

Clare Pickens

Global Business Director, Red & Co. 

Shaun Belongie

ABCYa

Ace Hotel

Adidas

Babyganics

Bodiology

Cannon Beach

Diageo

Feelm

Golden Gate University

Google

Happy Sex Face

Jordan

Kendra Scott

Lime

Lululemon

Method

mood

Netflix

New Belgium

Nike

Planned Parenthood

Solace

Thousand Miles

Transcend

Uber

Union Wine

Youtube

Founded by Mira Kaddoura in 2014, Red & Co. opened its doors to challenge the status quo of inert media, empty communication, and general brand meaninglessness. At a time when more people have more access to more brands than ever before, brands have the opportunity to become relevant and necessary actors in society, but so often, they just rely on muscle memory.

 


Having worked at Wieden + Kennedy, and for some of the world’s greatest clients, Mira began to put together a team of diverse thinkers from around the world.

 


The dream? To build a place that focuses not just on comms, not just on saying and being seen, but on acting and doing things in the world that actually make a difference.

 


We want to help brands make a larger, more meaningful impact on society. 

 


To make brand work that lasts beyond a media cycle, that challenges people not just as consumers, but as human beings. As professionals, artists, citizens, parents, and conscious consumers, we hug our work with strategy, creativity, and technology to push past the expected into truly generative territory.

 


Today Red & Co. has offices in Portland and Amsterdam and a network that extends around the world. We work exclusively with people of all shapes, sizes, genders, races, ages, creeds, and planets and work humanely, sustainably, efficiently, and, most of all, ambitiously. Mira is proud to sit on the boards of the <a href="https://didi.ac.ae/">Dubai Institute of Design and innovation</a>, <a href="https://www.600andrising.com/">600 & Rising</a>, and the <a href="https://pica.org/">Portland Institute for Contemporary Art</a> to continue to feed our culture through creativity, design, and diversity.

 


Great brands question everything — Doesn’t it make sense to work with a partner who does the same?

Intro block

As an early leader in organic baby products, Babyganics innovated in the baby care aisle. But competitor brands soon followed, creating a tougher marketplace in which this brand was just one of many choices. At a time when moms, dads, and caregivers are struggling with a pandemic and other social issues, this integrated campaign offered a chance to solve a business problem and a cultural problem at the same time, creating empathy and acceptance in a remarkably judgmental culture and uplifting the unrecognized work that diverse parents and caregivers are doing every day.

Section 1 A Real Brand For Real Parents

Project brief

Section 3

Campaign launch date was October 19, 2021

Babyganics: Here’s To Perfectly Imperfect Parenting | Case Study

Tough marketplace quote

Section 2 Babyganics: Perfectly Imperfect Parenting

CMO Chats

Today Red & Co. has headquarters based in Austin and Amsterdam. Other locations: New York, London, and Stockholm. We draw an international mix of creatives, business minds, product developers, designers, technologists and communications experts. This diversity brings in global insights and media-agnostic thinking.

We are small, diverse and potent.

Amsterdam

Austin

Red & Co. is an independent strategic & creative brand consultancy with an underrepresented female founder. More diversity means new questions, and new questions uncover better answers that lead to transformative brand impact. What potential can we uncover together?

Home page

Every project has space for transformation.

Work page

Shouldn’t marketing reflect how women really shop?

Is 'perfect parenting' doing more harm than good?

A Pioneering Brand Disrupts Once Again

Coop

Fat Tire

Is 'western' yoga missing a key dimension?

Growing a Brand, and Profits, Beyond Your Niche

Made with Code

An App That Visualizes Your Mental Health

An App That Visualizes Your Mental Health

Mood

How can diversity be a good content strategy?

<h2 style="margin-bottom: 30px;">The Story</h2>Having disrupted first the video store industry, then the DVD industry, and then the cable industry, Netflix is now known for its high-volume on-demand entertainment streaming. With a $12 Billion production budget and outposts around the world, Netflix’s success is epic, but also problematic. Companies like Disney and Apple are moving into streaming digital entertainment, and much of Netflix’s content is licensed from studios now building their own streaming platforms. Even with hundreds of original shows in production, Netflix knows that the near future will feature more competition from huge and beloved brands. What will Netflix be known for once its flagship shows are reclaimed by studios creating their own platforms?

We all know Netflix has an infinite array of diverse films and shows. But why?

Diversifying Netflix’s Content Strategy

How can women, POC & non-binary people feel safer running?

Championing Safer Running Communities

How do you step into your power as a museum?

Rebranding for a Digital and Global Art World

Sun Valley Museum of Art

How can alternative medicine be recognised as progressive?

The Healing Order

How can we make it safer for women to travel alone?

“Great brands question everything — doesn’t it make sense to work with a partner, like Red & Co., who does the same?”

“Great brands question everything — doesn’t it make sense to work with a partner, like Red & Co., who does the same?”

Duke Stump, Chief Brand Officer, Newlab (Former CMO at lululemon & Lime Micromobility)

Duke Stump, Chief Brand Officer, Newlab (Former CMO at lululemon & Lime Micromobility)

“Red & Co.’s gift is their ability to discover where a brand’s heart beats hardest.”

“Red & Co.’s gift is their ability to discover where a brand’s heart beats hardest.”

“Red & Co.’s gift is their ability to discover where a brand’s heart beats hardest.”

Jeff Whipps, VP Marketing, Google Brand

“Made with Code is a crusade we’re on together to ensure women’s voices are represented in the increasingly digitally defined world we live in. We could not fathom working with more capable collaborators — in every sense of the word — than Mira and her team. It’s been a privilege to make this all happen together.”

“Made with Code is a crusade we’re on together to ensure women’s voices are represented in the increasingly digitally defined world we live in. We could not fathom working with more capable collaborators — in every sense of the word — than Mira and her team. It’s been a privilege to make this all happen together.”

“Made with Code is a crusade we’re on together to ensure women’s voices are represented in the increasingly digitally defined world we live in. We could not fathom working with more capable collaborators — in every sense of the word — than Mira and her team. It’s been a privilege to make this all happen together.”

Sara Mendez Bermudez, Global Chief Marketing Officer at SC Johnson Lifestyle Brands

Sara Mendez Bermudez, Global Chief Marketing Officer at SC Johnson Lifestyle Brands

“The exceptional quality of Red & Co.’s strategic thinking and creative work, as well as our shared values and commitment, makes for a perfect partnership. When we first started working together, I thought it was a match made in heaven, and now, after a year of working together, I believe it even more. The work is impressive, everyone is energized, and we are thrilled to see it out in the world.”

“The exceptional quality of Red & Co.’s strategic thinking and creative work, as well as our shared values and commitment, makes for a perfect partnership. When we first started working together, I thought it was a match made in heaven, and now, after a year of working together, I believe it even more. The work is impressive, everyone is energized, and we are thrilled to see it out in the world.”

Shaun Belongie, VP/Head of Marketing at New Belgium Brewing

Shaun Belongie, VP/Head of Marketing at New Belgium Brewing

“In Q2 2021, Fat Tire had its best quarterly sales performance in many years.”

“In Q2 2021, Fat Tire had its best quarterly sales performance in many years.”

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