Red Stripe is a premium beer from Jamaica known for its stubby bottle. Our challenge was to get the attention of jaded consumers and grow the Red Stripe brand… without losing its soul.

Our approach is simple: celebrate the fun and enjoyable aspects of life, namely beer (i.e. “Hooray beer!”), and at the same time, heckling the tedious and unrewarding situations in life (¬i.e. “Boo creepy foot doctor,” “Boo painful flying road debris,” “Boo crying celebrities”).

The campaign launched in the summer of 2006 with national television and spot-market outdoor, followed by an innovative online program.The :15 spots appeared on National cable stations such as ESPN, SpikeTV, Comedy Central and many others.

For the online portion, instead of creating just one site, we created over 300 separate sites, each one illustrating a different example of something that deserved a “boo.” Consumers also have an opportunity to post their own “boo” or use a “boo” search engine to navigate between sites.