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.

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.

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.