Case Study

REDDS Cups

1-UMM-REDDS-Secondary-Hero-Corporate-Profiling-Myles-Sgammotta
Interact with us!
Simply click and drag your
cursor over a passage of
text from the article below
to tweet or share.

OBJECTIVE

Our assignment was to bring attention to Myles Sgammotta, the man behind the plastic red cup that has taken Australia’s party and event circuit by storm, and position him as an emerging entrepreneur with the hottest product of its kind on the market.

″Fulfilling his desire to be positioned as an entrepreneur, we achieved coverage in the country’s most prominent business media.″

A piece on entrepreneurship for Maxim Australia, authored by Myles Sgammotta, Founder and Managing Director of REDDS Enterprises.
A piece on entrepreneurship for Maxim Australia, authored by Myles Sgammotta, Founder and Managing Director of REDDS Enterprises.
A business profile of Myles that appeared in Business Review Weekly.
A business profile of Myles that appeared in Business Review Weekly.

STRATEGY

UMM delved into the origins of the REDDS Cup, which Myles identified as a business opportunity while backpacking in Mexico, where the red cup is commonplace. The origins surrounding REDDS Cups became our point of difference, adding flavour to the mass popularity it has attained in Australia. We positioned Myles as a young man (he was only 27 when we began working together) with a refreshing story to tell about his big business lightbulb moment. We delved into how Myles built his business from the ground-up – overseeing design, manufacture, distribution and marketing – all by himself.

Myles’s red bread and butter.
Myles’s red bread and butter.

RESULTS

UMM achieved excellent and varied coverage in the media that was meaningful to Myles. Fulfilling his desire to be positioned as an entrepreneur, we secured coverage in the country’s most prominent business media, including BRW, Qantas Radio (‘Talking Business with Alan Kohler’), Dynamic Business, and Business First. Coverage also appeared in publications aimed at the product’s core demographic, such as mX and MAXIM Magazine.

A feature piece from Dynamic Business.
A feature piece from Dynamic Business.