Cuban sugar burns to recapture sweet smell of success

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As Red Stripe moves to position itself as a key global player, the beer company has announced that it has signed top international firm Ogilvy as its new creative agency.
The brand is looking to push boundaries with its new global marketing campaign and is banking on the partnership to do just that, according to a recent news release from the Heineken-owned company.
Ogilvy will deliver a campaign strategy that will “leverage every media platform including an exciting global music platform”, the release said.
With this partnership, Red Stripe plans to take aim at international markets and expand its export presence. “We chose Ogilvy because they are the best creative advertising agency in the world,” said Blandine Jean-Paul, head of Marketing & Innovations at Red Stripe.
“This campaign will be a major step for Red Stripe as it will ground the brand’s positioning in the territory and exemplify what Red Stripe means to its adorers.
It will breathe new life to the brand around the world because it is exciting, visual and speaks to the core of what the brand is,” she was quoted in the release.
Ogilvy — which landed Adweek’s coveted Global Agency of the Year award in 2016 — has more than 60 years of experience building some of the world’s most recognisable brands, including Coca- Cola, American Express, SC Johnson, and IBM.
“We are very excited to work for a major brand of the Heineken group such as Red Stripe, for which we have the enormous challenge of bringing the spirit and DNA of an incredible country like Jamaica to a global level,” said Horacio Genolet, CEO Ogilvy Latin America.
“We are inspired by the chaotic coolness that Jamaica has to offer and the creative challenge of a project of this size.
We look forward to showing the world, through this campaign that Jamaica is the only island that can make the whole world shake,” said Cesar Agost Carreño, CEO Ogilvy Miami & Chief Creative Officer Ogilvy Latin America.

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