RED Stripe has launched a major campaign to promote the brand during the 2010 FIFA World Cup. The beer manufacturer’s campaign includes major sponsorship of CVM Communications Group’s television coverage of the World Cup, promotional viewing parties and special giveaways and discounts.

“We view the World Cup as a tremendous opportunity,” said Jomo Cato, Red Stripe head of marketing beers, Northern Latin America & Caribbean.

“It’s Jamaica and the world’s biggest sport; people gather at homes, at bars and our brands are a huge part of these occasions.”

A large part of Red Stripe’s undisclosed marketing spend is its acquisition of major sponsorship status of the local television coverage – a feat it shares with two multinationals, Coca Cola and Digicel.

“The beautiful thing about this is that the broadcast sponsorship takes our brands to an extremely wide cross-section of adults,” noted Cato, adding “We can really connect with the year’s largest viewing audience and our brands play across all demographics.”

To get an idea of the value put on television exposure for brands during the World Cup, advertising packages being offered by CVM ranges from $570,000 plus GCT for 24 30-second commercials to a whopping $3.3 million plus tax for 128 30-second commercials.

Apart from the large media investment, Cato said Red Stripe has invested a significant amount of effort and funds in enhancing the consumer experience at bars and supermarkets.

“We will have viewing parties at our top bars – Cuddyz, TGI Friday’s, Acropolis, Margaritaville etc,” said Cato.

“There will also be great offers on six packs for those who look at the game at home with friends; giveaways in supermarkets where persons can win TVs at MegaMart, igloos and barbecue grills at Hi-Lo, and at the Progressive chain, which includes stores like Loshusan, it’s 20 per cent off,” he said.

The FIFA World Cup started in South Africa on Friday and will run until July 11.