Sun | Aug 20, 2017

Red Stripe buzzing with new 'What's Good' campaign

Published:Wednesday | October 21, 2015 | 10:00 AM
From left: Matt Snow, account director at Colangelo;Blandine JnPaul-Reid,head of marketing and innovation at Red Stripe; and Cedric Blair, managing director, Red Stripe.

'What's Good' buzzed around Kingston's hippest and newest nightspot, 100 Hope Road, recently, as Red Stripe kicked off its latest brand campaign.

With two years in the making, the managing director of the beer company, Cedric Blair, noted that "in an environment where all that's wrong is quickly broadcast all over the world, this new, integrated brand campaign showcases what's good about Jamaica, what's good about us as a people, and what's good about how we live life to the fullest."

The Red Stripe team was keen to point out the distinct 'Jamaican-ness' of the campaign, which worked to reflect the warmth and rich vibrancy of the country's diverse people.

Head of marketing and innovation, Blandine JnPaul-Reid, noted: "Red Stripe is loved by Jamaica, and it was time to really start showing Jamaica what Red Stripe is about and how it is part of their daily routine. Red Stripe rallies us to unlock good times in every moment, no matter what. Be a social catalyst that challenges the rules of modern living and bring imagination, spirit and possibility to living life to the fullest. That is what's good!"

Gil Green, the award-winning music video, commercial and film director who piloted the campaign, was commended. Green, raised in a Jamaican household, has directed more than 150 music videos for multi-platinum artistes like Akon, Kanye West, Chris Brown, Nicki Minaj, John Legend, Pitbull, Lil' Wayne, Ne-yo and many more.

The campaign kicked off on Monday, October 19, running across print, television, radio and social media.