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September 30, 2006
Red Stripe unveils new campaign
"Live Red" is the theme of the newly launched Red Stripe Beer campaign, unveiled at the Terra Nova on Wednesday, September 27.
According to Carlo Redwood, group marketing manager, Red Stripe, "This new campaign signals a new and exciting phase in the evolution of the Great Jamaican Beer. As the theme "Live Red" suggests, life is really just for living, but living to the full. It inspires and encourages us to embrace life with a passion. "Live Red" is also a celebration of the Jamaican culture and spirit, and embodies the courage, vitality and resilience of our people."
It is the same indomitable spirit of the Jamaican people that has helped to define the beer many have come to know and love, and has withstood the test of time as the leading lager beer for generations.
Red Stripe will host a series of "Live Red" events to celebrate the launch of this new phase in the brand's evolution. Starting this Friday, September 29 at the Mas Camp, Red Stripe promises to deliver a kaleidoscope of music, fashion, dance and food, all of which make up a large part of our true Jamaican identity and culture. Among the emerging stars scheduled to put in an appearance are Busy Signal,
Movado and Idonia. "Beer Evolution", as the event is dubbed, will mark the first of what is expected to become a grand showcase and celebration of our spirit and the "Live Red" lifestyle.
Newly appointed marketing communications manager, Kim Lee, added, "The indomitable spirit of the Jamaican people is mirrored in the essence of the brand and Red Stripe has long encouraged consumers to live life to the fullest, responsibly. "Live Red" is also about
zealously pursuing the future, stimulating pride in who we are, what you do and inspiring others to adopt this lifestyle," she concluded.