KINGSTON, Jamaica – Red Stripe, Jamaica’s iconic beer company, is scheduled to launch its latest brand campaign today.

The launch will take place at Kingston’s newest nightspot, 100 Hope Road, before an invited audience.

According to Red Stripe Managing Director, Cedric Blair, the company is committed to further enhancing Red Stripe’s position as a local and internationally recognized beer brand.

“Red Stripe is distinctly Jamaican and the campaign really reflects the warmth and rich vibrancy of our diverse people. It showcases the Jamaican sensibilities of everyday activities. From the bus stop, to the fruit vendor, to the butcher, to the innovative club promoter to the dancehall party, Red Stripe is a commonality that connects people all over the world,” Blair said.

The new campaign was directed by Gil Green, award-winning music video, commercial and film director.

Raised in a Jamaican household, Green has directed more than 150 music videos for multi-platinum artists such as John Legend, Pitbull, Chris Brown, Akon, Lil Wayne, Kanye West, Ne-yo, Nicki Minaj among many others.

Two years in the making, the campaign included an immersive road tour and filming at the home of a third generation Desnoes family member, the family originally behind Red Stripe.

As of Monday, October 19, the new commercial will be running on all media including print, television, radio and social media.

Balford Henry