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Red Stripe’s Marketing and Innovation Director, Nomonde Donsa, recently collaborated with Ogilvy Miami on the creation and launch of the pale lager’s campaign Stand Up For Your Stripe. “This is not my first interaction with Ogilvy. I worked with Ogilvy Cape Town and Zambia, creating campaigns for ABInBev. I was familiar with the agency’s way of working. The Red Stripe campaign was co-created, starting with the insight that “Jamaica is a small island that shakes the world.” Ogilvy built on that insight and continued to push the creative narrative to develop a local campaign that would work anywhere else in the world,” Donsa said. She said the main challenge they have with Red Stripe worldwide is to make it stand out among the hundreds of brands crowding the beer market. They need to pinpoint its target audience and create relevant communications to connect with its members and keep them committed to the brand. “We’re currently working on marketing strategies focused on realms of music that tie well into our brand and create an environment where people enjoy drinking Red Stripe,” she added. According to Donsa, the future of advertising will definitely be digital, with a skew to user-generated content. “The insights speak to consumer truths. We are challenged to generate more emotive connections by becoming a part of consumers’ lives, even subliminally. Connecting with consumers is reverting to being about “consumer psychology,” which is revealed by a deep understanding of insights, executed in a constantly evolving digital world.”
Red Stripe & Ogilvy Miami sacuden al mundo con Stand Up For Your Stripe
