Red Stripe
Bringing dancehall culture center stage.
INSIGHT
Centering Caribbean Culture for Red Stripe’s Biggest Launch in 95 Years.
For the first time in 95 years, legendary beer brand Red Stripe ventured into new territory with a line of Ready To Drink rum cocktails. The goal: make these Caribbean coolers the drink of summer 2023. Red Stripe’s deep connection to Caribbean culture—particularly dancehall—offered the perfect foundation for a launch that felt authentic.
IDEA
Pull off a launch event worthy of the moment.
To generate buzz (pun intended) we organized a ground zero launch event called the DanceHall of Fame—a nod to Red Stripe’s connection to dancehall culture. We supported the event and launch with digital content, experiential marketing, influencer outreach, and PR.
1836
attendees
150
influencer posts
3.1
+billion impressions
IMPACT
Turning Culture into Scale.
What started as a product launch became a cultural moment, positioning Red Stripe’s first-ever ready-to-drink cocktail as the drink of the summer. The campaign delivered both depth and scale, while reinforcing Red Stripe’s role as a cultural connector, bridging legacy and new generation and showing up authentically within Caribbean and multicultural communities.
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