Re-defining the Brand

We created and launched "What's Good" – a new global platform for Red Stripe – to rally consumers to connect and celebrate with the good all around them by calling out “what’s good” in any given situation, occasion or location. The platform is a greeting to the good times you're about to enjoy with friends and makes Red Stripe the answer to "what's good." The campaign launched in Jamaica and shortly followed in the US and UK markets. Results: 12 weeks after launch, (Sept-Dec 2015), the brand was turned around with sales in Jamaica up double digits.

The initial assignment was to develop and execute a commercial for the Jamaican market to be viewed on local TV and social media to launch the campaign and generate awareness.

Yet our creative directions tested so well with focus groups in Jamaica, the brand team could not decide which spot to move forward with. So they asked us to execute the two spots seen below.

After launching in Jamaica we introduced the US to
What's Good with the work seen below.

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