Campaign details

Brand: Red Stripe
Agency: Braya

Situation Analysis

What started out as a crazy, "what if" idea led to the Tweet heard 'round the world, as the #RedStripe comms team created a whirlwind of news and social buzz around our #RedStripeToTheRescue Olympic PR ambush.

The Olympics are one of the hottest properties in the marketing world, with Worldwide Olympic partners paying an estimated $100 million per four-year Olympic cycle (Reuters). But for small brands operating on a tenth of the budget of these titans, marketing around the games is just a pipe dream – so how could Red Stripe, a little beer brand with a big heart from Jamaica, end up stealing the show, generating attention and winning the Gold during the PyeongChang 2018 Olympic Winter Games? With a little creativity and lots of good vibes.

Real Time Engagement