CATEGORY: Ads We Love
|Subway’s New Route Throws Jared off the Bus
January 11th, 2016 by Jeannine Wheeler on Flack Me
||How best to take our minds off a PR debacle? Give people something "new" to think about; in this case, something very "old."
Subway has done just that, replacing images of its former spokesman and convicted sex offender Jared Fogle with a 1960s portrayal of the sandwich chain’s founders...
|Red Stripe’s Singularity as a Brand
January 7th, 2016 by Corinne MacInnes on Beneath the Brand
||Jamaica’s poster-child beer, Red Stripe, is simply a pale lager with low alcohol content, but somehow this beer is different from its domestic cousins. Coors Lite, Bud Lite, Miller Hi-Life, Natty Ice — all crowd the ranks of big-name, casual drinkables, but Red Stripe continues to stand alone. Understanding what has made, and continues to make, Red Stripe such a successful brand requires a look into the past.
Despite its boasts of being a “Jamaican Lager,” the original Red Stripe recipe was brewed in Gelena, IL a long, long time before it was sold to two English investors, Desnoes and Geddes, and brought to Jamaica in 1938. Only from 1985–1993 were Red Stripe imports to the U.S. brewed and owned exclusively by Jamaica’s Desnoes and Geddes Ltd. After ’93, the majority of Red Stripe stakes were bought by Diageo, a British corporation that now owns brands like Smirnoff, Guinness, Baileys, Hennessy, Cîroc, Tanqueray, Captain Morgan, and Seagram’s.
In 2015, Heineken International took over Diageo’s stake, now owning Red Stripe along with European brands like Cruzcampo and Buckler. Today, bottles of “Jamaican” Red Stripe sold in America are brewed in the U.S.
All this ownership history of Red Stripe, rich as it may be, lies beneath the brand surface. Red Stripe consumers only know what is presented to them in the label and the product itself.
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