Red Stripe Design & Branding RELAX COLLATERAL CAMPAIGN by BBDO New York

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RELAX COLLATERAL CAMPAIGN

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Industry Beers and Ciders
Media Design & Branding
Market United States
Agency BBDO New York
Creative Director Adam Reeves
Art Director Lawrence Melilli
Copywriter Mathew Mulvey
Released July 2010

Credits & Description

Category: Publications & Business Communications
Advertiser: DIAGEO
Product/Service: RED STRIPE BEER
Agency: BBDO NEW YORK
Date of First Appearance: Jul 20 2010
Entrant Company: BBDO NEW YORK, USA
Chief Creative Officer: David Lubars (BBDO New York)
Design Director: Craig Duffney (DesignWorks at BBDO)
Creative Director: Adam Reeves (BBDO New York)
Art Director: Lawrence Melilli (BBDO New York)
Copywriter: Mathew Mulvey (BBDO New York)
Designer/Illustrator/Typographer: Tim Lahan (DesignWorks at BBDO)
Media placement: Head Poster - In-Store - 20 July 2010
Media placement: Leather Poster - In-Store - 20 July 2010
Media placement: Lazer Poster - In-Store - 20 July 2010
Media placement: Relax T-Shirt - Event Promotion - 20 July 2010
Media placement: Relax CD - Event Promotion - 20 July 2010

Describe the brief from the client
Our objective was to introduce the new Red Stripe Light as a distinctive extension of Red Stripe. With a limited budget, we had to generate top-of-mind awareness and trial for the new Red Stripe Light while leveraging existing equity of the ambassador, and in addition, create a platform idea that drives all communications that can be activated across all channels. Basically we had to get drinkers to see Red Stripe Light as a lighter, more refreshing beer and increase sensation-ability.

Describe the challenges and key objectives
Red Stripe is currently seen as a heavier and less “refreshing” beer, and not seen as appropriate for light beer occasions.

The target of men, ages 21-29, (urban, single and on track. Works hard, has a full social life. Is easy-going, has lots of friends) who want easy-drinking refreshment from a beer that helps them feel like they are breaking from the mainstream.

Our goal was to come up with a campaign that communicates the Red Stripe positioning of Red Stripe that embodies the relaxed Jamaican attitude of “life is for the living.”

Describe how you arrived at the final design
Red Stripe Light beer says “Relax” with a new music video driven campaign that promotes the beer and its laid-back, light-hearted Jamaican lifestyle.

We developed outdoor, in-bar support and point-of-sale materials for the Red Stripe Ambassador’s remix of Frankie Goes to Hollywood’s popular 1983 hit “Relax.” We even had the opportunity to bring back a famous 1980s style icon, the “Frankie Says Relax” T-shirt, but with a new Red Stripe personality, The Ambassador, who delivered this relaxed, easy-going tone.

Give some indication of how successful the outcome was in the market
The Red Stripe “Relax” videos were posted on YouTube and received over 55,000 views. And the Red Stripe Ambassador performed the song in public at numerous events and on ABC's The George Lopez Show. As a result, Red Stripe Light experienced a 3.4% increase in dollar sales vs. the previous year.