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Red Stripe

NEW YORK, NY

TARGET | GOAL

TARGET: Males 21- early 30’s.
GOAL: Re-brand the iconic Jamaican beer brand by celebrating life’s “Little Hoorays” and enhance Red Stripe’s digital engagement.

PROGRAM

• Compose a collection of songs celebrating life’s everyday victories around the “Hooray Beer” mantra.

• Cast and record “the most optimistic band on the planet”

• The Red Stripe Reggae Orchestra in Kingston, Jamaica.

RESULTS

• Winner 2013 Amp Music Award- Most effective use of music in a campaign.

• Continuation of Red Stripe’s lead in digital engagement of all Diageo brands

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