Red Stripe's US Success Story
Problem:
Red Stripe, a popular beer, was looking to break into Jamaican communities in the US. The beer is particularly popular in its home country of Jamaica, but had yet to make significant strides in the US. The company was hoping to target communities in New York, Florida, and California and needed a creative way to reach out to potential customers.
Solution:
O'Brien Marketing was brought on to help Red Stripe come up with a solution to reach their target demographic. To maximize our reach, we sponsored summer events with radio stations, like concerts and music festivals. This allowed us to expose Red Stripe to a wider audience, and created a unique opportunity for the brand to be associated with summer fun. We also ran some targeted ads in the local markets to ensure the brand was recognizable and associated with the summer festivities.
Result:
The results were overwhelmingly positive. In the three targeted markets, retail sales of Red Stripe saw a significant lift. Customers were more likely to recognize the brand due to the increased visibility, and were more likely to purchase the beer due to its association with summer events. The campaign was a success, and Red Stripe managed to make significant strides in the US market.