Marketing Strategy Design

Red Stripe Beer recently called upon Object 9 to create a campaign for its new product extension, Red Stripe Bold, Jamaica’s only double fermented lager. The strategic marketing and design firm was tasked with establishing the personality of Red Stripe Bold while maintaining the integrity of the Red Stripe brand, one of the most recognized beers in Diageo’s portfolio.

Phase one of the Red Stripe Bold “Double” campaign, launched exclusively in Jamaica last month, features a series of full page, double truck print ads and a mock front page for The Gleaner, Jamaica’s longest running newspaper. Additionally, print and digital billboards were implemented into the campaign, as well as a digital video loop shown at various Red Stripe Bold launch events and via the Web.

Highlighting Bold’s double fermentation process, Object 9’s creative work touts the beer as everything Jamaican’s love about Red Stripe, only doubled. The beer’s intense flavor and smooth, refreshing taste are prominent attributes emphasized throughout the creative execution. In contrast to Red Stripe’s distinct stubby bottle, Bold is sold in a slender longneck bottle, which is typically favored by members of the beer’s LDA 18 to 24-year-old male target audience.

“Like the classic Red Stripe brand, Red Stripe Bold celebrates the intense energy and passion of the Jamaican culture while connecting with the younger demographic in a visual language that speaks to them,” said Andy Gutowski, Object 9 creative director and partner.