For any company trying to break into the jam-packed canned cocktail space, having these two elements—brand equity and energetic marketing — can do a lot of heavy lifting. Red Stripe, a legacy beer with Jamaican roots, expands out of its core category for the first time with ready-to-drink rum-based drinks. And for its campaign for the new product line, from agency Third Ear, the brand tapped into creatives, makers and artists in Caribbean-American communities in Brooklyn and Miami.
With the documentary-style spot, from director Ron Brodie, Red Stripe aims to introduce its rum punch and rum mojito to “a new generation of consumers,” per Oscar Martinez, senior director of marketing and innovation at parent company Heineken USA.
“We sought out collaborators that were true ambassadors of Caribbean-American culture and gave them a framework—recognize the power of freedom of expression,” Serge Flores, chief creative officer of Third Ear, said in a statement. “We then were smart enough to get out of the way.”
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