It was an evening of cool vibes, Wednesday last, as Red Stripe relaunched reggae icon Ernie Smith’s hit single Life Is Just For Living . The beer giants wanted to recreate the authentic Jamaican experience Smith conveyed through his song, produced by Trojan Records for their 1972 ad campaign in the hope of eliciting nostalgia, with a remix track produced by Mickey Bennett.

The ceremony kicked off with opening remarks from Red Stripe Managing Director Ricardo Nuncio and Senior Brand Manager Nasha Douglas. “This collaboration is really years in the making. As a brand we’ve had many campaigns over the years, but Life is Just for Living

is perhaps the most iconic, as it captures two of the brand’s major tenets — Reggae music and authentic Jamaican experience.”

An elated Ernie Smith, in a heartfelt testimonial, said he was proud to have his song recreated, for it had meant so much to him. The evening continued with a video premiere of Wayne Marshall and Mystic Davis’s remix of the 1972 hit, directed by Darren Scott. It was now up to master of ceremonies Elva Ruddock to bring things to a close. The Life Is Just for living- themed event continued with refreshments, more ice-cold Red Stripe beer and karaoke.