'Boo' Boring Unimaginative Ad Campaigns ... 'Hooray' Red Stripe(R)!!

'Boo' Boring Unimaginative Ad Campaigns ... 'Hooray' Red Stripe(R)!!

Red Stripe Heralds the Return of the Ambassador in Witty New Advertising Campaign

NEW YORK, July 5 /PRNewswire-FirstCall/ -- DIAGEO - Guinness USA Inc. announced today the launch of a new television, online and out-of-home advertising campaign for Red Stripe that dismisses awkward or unpleasant social situations while providing a pleasing alternative -- Red Stripe Beer.

The humorous television commercials, created by BBDO New York, are an extension of the "Hooray Beer!" tagline utilized in previous Red Stripe campaigns. The new ads feature the Red Stripe Ambassador, the brand's Jamaican spokesman synonymous with the beer from his role in previous Red Stripe spots. Following the success and popularity of the preceding spots, the new campaign marks the return of the Red Stripe Ambassador as the unofficial face of Red Stripe beer.

In the latest installment, the Ambassador interrupts scenes of uncomfortable everyday experiences and provides Red Stripe as the enjoyable alternative that never disappoints. The simple message relayed throughout the campaign is to "Boo" these unwanted or awkward experiences and "Hooray," Red Stripe Beer.

In one execution, the audience is introduced to two friends, one who has a noticeably oversized head and is returning a borrowed sweater. Upon receiving the sweater, now stretched out and ruined, the friend who lent it out looks sad and discouraged. At this point, the Red Stripe Ambassador walks into the scene with a new v-neck sweater for the borrower and a bottle of Red Stripe for the friend who had lent out his now-ruined sweater and proclaims, "Boo large-headed friend. Hooray Beer!"

"We believe that Red Stripe is always enjoyable and consistently delivers the same great experience," said Daryl Benton, Vice President, Beer for Diageo. "Through our new ad campaign, we praise this consistency in a very entertaining and humorous manner that consumers are sure to enjoy. Like the new ads, the genuine quality of Red Stripe is something that is never contrived or hyped up, just 100% real, authentic Jamaican beer."

A second execution in the campaign focuses on Red Stripe's social responsibility message and encourages consumers to enjoy Red Stripe in moderation. The message is relayed through images of an aggressive body builder who spends far too much time working out his upper body while completely ignoring his lower body. The humorous result is a man with a massive chest and arms and, conversely, an underdeveloped, skinny pair of legs. The Red Stripe Ambassador again delivers the proclamation, "Boo too much of a good thing. Hooray moderation!"

The television ad campaign, consisting of five 15-second spots, will debut during the first week of July, airing both independent of one another and in succession. The commercials will be supplemented by a robust online campaign breaking later in July. The interactive online component will encourage consumers to describe situations that are "boo-worthy."

In addition, Red Stripe will execute out of home advertising in select U.S. markets via billboards, public telephone booth signage and mass transit. The out of home ads will remain consistent with the "Boo/Hooray" theme and will first appear in Phoenix and Chicago in the coming weeks with additional rollout to follow.

About Diageo

Diageo is a global premium drinks company that trades in over 180 markets around the world and is listed on both the London Stock Exchange and the New York Stock Exchange. Diageo, the parent company for Red Stripe, "the World's Coolest Beer Company" boasts an outstanding collection of beverage alcohol brands across spirits, wines and beer categories. Red Stripe, the great Jamaican beer, is numbered among them.

Red Stripe was first brewed in Jamaica in 1928, by Desnoes & Geddes Ltd and is now available in some 20 markets around the world. The flagship brand of the World's Coolest Beer Company, headquartered in Kingston, Jamaica, Red Stripe has earned the distinction of having some 11 Monde Seleccion Gold Medals to its credit.

Contact:
Michael Kingston Patti Costantino
Alan Taylor Communications Diageo
212-714-1280 x358 (646) 223-2040
Michaelk@alantaylor.compatricia.costantino@diageo.com

Source: Diageo

CONTACT: Michael Kingston of Alan Taylor Communications, +1-212-714-1280
x358, Michaelk@alantaylor.com; or Patti Costantino of Diageo, +1-646-223-2040,
patricia.costantino@diageo.com

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