Red Stripe calls ad pitch

Red Stripe, the Diageo-owned beer brand, is holding a pitch for its UK advertising account.

Red Stripe is looking for a UK ad agency
Red Stripe is looking for a UK ad agency

Diageo has made initial approaches to London agencies to invite them to compete for the business as its looks to increase advertising support for the brand having recently taken responsibility for its UK distribution and marketing.

Red Stripe has not spent significantly on advertising in the UK. However, this is set to change when Diageo, which owns Red Stripe’s parent company Desnoes and Geddes, takes over the brand in the UK this summer from Wells & Young’s, which has brewed the lager in the UK under licence for the past 30 years.

The majority of Red Stripe’s recent advertising activity has been concentrated on the US market. where BBDO New York is the incumbent on the business.  Quiet Storm handles advertising for the brand in its home market of Jamaica.

In the past, the brand has aimed to build an association with music through its advertising.  Its most recent international campaign, through BBDO New York, was a film featuring the brand’s Jamaican spokesman ‘The Ambassador" performing a reggae remix of Frankie Goes To Hollywood hit Relax, called "Ambassador say relax". The film aired online and on TV.

Another online film for the brand, also by BBDO New York, featured boxer Lennox Lewis preparing for a fight with the beer's Ambassador. However, the Ambassador realises boxing is dangerous and convinces Lewis to cook some plantain instead.

Red Stripe has previously sponsored the Q music awards in the UK but was replaced as the official sponsor by Carlsberg-owned Tuborg earlier this month.


Subscribe to Campaign from just £57 per quarter

Includes weekly and quarterly print issues, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
BBH deputy ECD Caroline Pay exits

1 BBH deputy ECD Caroline Pay exits

Bartle Bogle Hegarty has parted company with its deputy executive creative director Caroline Pay and has promoted Ian Heartfield, creative managing partner, and Anthony Austin, chief executive of Black Sheep Studios, to take over as joint deputy ECDs.

Agencies' anger at failure of Stronger In campaign

1 Agencies' anger at failure of Stronger In campaign

"We failed the country, we could and should have done better." So says one senior advertising executive involved in the Britain Stronger In Europe campaign.

Just published