Red Stripe’s new Campaign is Painting the Town Red?
Kingston, Jamaica
RED?
It’s an ol’ Jamaican ting! You go out, You drink, You get “RED”. Every true Jamaican should know the term. In that respect, What message is the Big Red*bully, I mean brewery trying to say to our youth?
Let’s keep it real it’s an ad for a beer. The margin is pretty much set for wholesomeness on that. However, when the campaign is directed directly at the youth of a country a fact that cannot be denied with all the campaign parties being held on University campus’ one cannot help but wonder where the social responsibility lies.
I understand about the bottom line, being in some business ventures myself, however to have our YOUTH living RED all the time in JAMAICA is not cool! We have to draw the line somewhere. One cannot help to wonder what has happened to consciousness? Of course most of our youths have not caught on to the double meaning of this new campaign and in all fairness maybe Red Stripe hasn’t either. (yea right) What ever happened to creative ways of marketing? (Someone needs an Urban Chef) Now we have to ignore the increasing yearly drunk driving accidents and deaths and encourage our youths to live Red?
Maybe, before putting forward such a campaign the marketing team at Red Stripe should observe the Red, stop for a minute and come up with something better. Red Stripe you have done it before I know you can do it again.
This is Urban Chef’s take. Let me know what you think!!!
Urban Chef 2006.
