Late Night With Red Stripe Beer

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

If BBDO’s wee-hour Red Stripe chicanery is any indication, late-night infomercials don’t have to suck.

Execs at the impecunious Diageo brand suggested doing a two-minute infomercial mainly because the buy would be cheap. They also knew their target demo is aware of post-midnight pitches for products like Bowflex (“That’s when 22-year-old guys are coming home from bars,” says BBDO ecd Gerry Graf). “The thought was, ‘We are a small brand. If we can’t outspend the competition, we’d try to out-think them,’ ” says Chris Parsons, marketing director for beer at Diageo.

To qualify for the time, the ad had to sell something (and presumably not just a six-pack that you can get at the corner store).



AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in