-For any company trying to break into the jam-packed canned cocktail space, having these two elements—brand equity and energetic marketing—can do a lot of heavy lifting. Red Stripe, a legacy beer with Jamaican roots, expands out of its core category for the first time with ready-to-drink rum-based drinks. And for its campaign for the new product line, from agency Third Ear, the brand tapped into creatives, makers and artists in Caribbean-American communities in Brooklyn and Miami.
With the documentary-style spot, from director Ron Brodie, Red Stripe aims to introduce its rum punch and rum mojito to “a new generation of consumers,” per Oscar Martinez, senior director of marketing and innovation at parent company Heineken USA.
“We sought out collaborators that were true ambassadors of Caribbean-American culture and gave them a framework—recognize the power of freedom of expression,” Serge Flores, chief creative officer of Third Ear, said in a statement. “We then were smart enough to get out of the way.” – T.L. Stanley
– For Adweek’s latest cover story Robert Klara sat down with Drew Barrymore (and by sat down, I mean Barrymore laid on the floor of her New York apartment as Robert interviewed her), who shared her creative process and how she works with brands.
– Maximum Effort snagged beloved Jury Duty star Ronald Gladden for a new Mint Mobile ad with Ryan Reynolds.
– Last year, a holding company-owned agency told Adweek that it tracked the amount of hours it dedicated to pitching at over 20,000 hours—or the equivalent of 12 employees. A recent Forrester report put the industry’s total expenditure on pitching at more than $12 billion. Suffice to say, pitching wastes an exorbitant amount of time and money.