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“Hooray beer!”

Red Stripe unleashes its first TV branding campaign with that battle cry, echoing the sentiments of beer drinkers everywhere in celebrating beer for beer’s sake.

While the tagline is simple, the path to it was more involved. The BBDO team began with the basic goal of “keeping the Jamaican-ness of Red Stripe without the stereotype of the Rastafarian,” says creative director Gerry Graf.

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