RED Stripe launched its latest brand campaign last Wednesday evening, this after postponing it twice, at Kingston’s newest nightspot, 100 Hope Road. The new campaign, directed by Gil Green, an award-winning commercial, film and music director who has worked with John Legend, Chris Brown, Akon, Lil Wayne, Kanye West, Ne-Yo and Nicki Minaj, took two years to complete and will be released tomorrow on all media including print, television, radio and social media.

Red Stripe MD Cedric Blair is quoted as saying, “We are committed to further enhancing Red Stripe’s position as a local and internationally recogised 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 commodity that connects people all over the world.” In light of the iconic beer’s recent acquisition by Heineken NV, fingers remain crossed that the emotional appeal will continue to resonate.