OVERVIEW: Jamaica is the number one Caribbean destination for tourism. It’s a cultural kaleidoscope of vibrant soulfulness, infectious pride, gritty independence, unrelenting optimism, every day is Friday, warm rain on your skin, and spirited vibes of good intentions. In a world full of sessionable light beer, limed-plugged Coronas, and larger-than-life microbrews, how could Red Stripe overcome the perception of being a novelty beer associated with Jamaican stereotypes, to broaden its appeal and position itself as a mainstream choice without losing its unique identity: A beer from Jamaica, in an ugly stubby brown bottle full of humor and pride, celebrating beer for beer’s sake. Hooray beer!

SUPERCHARGER:
Identified a rallying cry for the simple pleasure that only a self-aware Jamaican beer brand can provide, Irie vibes. From this, an iconic campaign was born. Red Stripe, Hooray Beer!