3. 3
What we’re looking at today...
- A brief history of Red Stripe Jamaican Larger Beer, the roots of its culture.
- The beer market in the UK.
- Red Stripe’s target audience.
- The competition they face.
- The combination of media used currently by Red Stripe and their campaigns in the
UK.
- The Gap in Red Stripes media.
- Recommendations for Red Stripe on how to improve there media going forward.
4. 4
Red Stripe
- Red Stripe is a Jamaican lager beer whose logo is a wide, diagonal red stripe. It is
brewed by Desnoes & Geddes Limited, originally a soft drink manufacturer
incorporated on July 31, 1918, by Kingston Jamaica natives Eugene Peter
Desnoes and Thomas Hargreaves Geddes. In its current formulation Red Stripe is
4.7% alcohol by volume.
- The Jamaican Lager Beer has been as part of Diego International Group since
1993, which has been highly significant in the increase of International distribution.
- Diego is responsible for such brands as Johnnie Walker (Whisky), Smirnoff
(Vodka), Baileys (Liquor), Captain Morgan, Guinness (Stout) and many more.
- Red Stripe became popular in Britain – first through Jamaican immigrants, then
through people living in Jamaican areas. Like Handsworth and Moss Side.
Chapeltown and Hackney, Brixton and Notting Hill.
- Red Stripe beer became part of the creative counter-culture. Enjoyed by bands
and crowds at gigs. A mainstay of the Notting Hill Carnival. The beer of people
with their own identity.
www.redstripe.net www.diageo.com
5. 5
The UK Beer Market
- Alcohol consumption in the UK is on
the decrease year on year, meaning
there are less consumers for
manufactures to market too. This has
been put down to heavy tax on
alcohol and people leading healthier
life styles.
- More and more people are taking to
drinking in the home due to pubs not
being able to compete with the
supermarkets on price.
- There has been an increase in the
consolidation of brewers in an
attempt to cut running costs.
- Heineken UK purchased Scottish &
Newcastle Uk in 2008 which gave
them a market share of 28%
Estimated volume share of lager market, by company, 2008
Source: Mintel
6. 6
The UK Beer Market Continued
- Despite the decrease in consumption, the Larger Market has
remain’s strong. In value sales it is worth more than any other
drink sector, even wine.
- Despite this strength though it the value has fallen from £12.7
million (2004) to £11.4 million (2009) which is a 10% drop.
- The top 3 selling brands are Carling, Fosters and Stella Artois.
- Since the late 1990’s the larger market has been pushing too
more premium brands of Larger.
- It is still very male dominated with twice as many 18+ me (65%)
drinking larger than 18+ women (33%).
7. 7
Demographics and Current Target Audience
- The target audience age group tend’s to vary between 20-30; a unisex product,
appeals more to festival goers not so much typical pub drinkers.
- It’s difficult to define categorically who Red Stripe’s target audience in a classic
C1, C2, D, E format. This is due to the current underground or trendy nature of the
beer leading it to be drunk by a wide variety of consumers.
- In the UK alcohol industry, Red Stripes are seen as an indie brand compared to
their competitors (Wendy Fanarow, 2010), not a lot of people are aware of the
brand.
- In the past there main target audience were people who enjoyed reggae/Jamaican
culture, hence the reason why they have a partnership with Notting hill carnival.
8. 8
Types of audience Red Stripe are Attempting to
engage with...
- The company are still keeping their core audience in mind, however, judging by
their latest events/adverts, they’re trying to diversify their brand.
- Red Stripe are trying to factionalize their brand by focusing their advertisement
efforts on more different types of young people, who show different interests in
life.
- Therefore, their engaging with them through art, music and culture
- For example, Red Stripes are now trying to attract more hipsters by “mirroring
their culture/lifestyle”, as they have the idea that hipsters are responsible for some
product/service becoming trendy nowadays( Ash, 2010).
9. 9
Consumer Engagement
- We created a survey to gain an insight into what the public’s view
and understanding of Red Stripe is...
Consumer Interaction with Media Channels
Have you ever seen a Red Stripe Advert
10. 10
Projection of boroughs', in London, where Red
Stripe is Drunk
Popular
Average
Low
12. 12
Red Stripes Current Media Engagement
- Social media and Blogs - Facebook, Twitter, Tumbler and
YouTube.
- Magazines and newspapers through PR campaigns and events.
- Competitions on their website and other publications such as Q
magazine.
- They are looking to get into TV advertisement, as diego pitched to
UK Ad agencies in 2011, but nothing has come about of it since
then. (Cassidy 2011)
13. 13
Red Stripe PR
- Red Stripe brought the PR company Taylor Herring on board at the end of 2011.
- There where involved in creating two projects; ‘Make art on the street’ and ‘Make
music at the corner shop’.
- The brief was to attract new customers as well as cement Red Stripe as their ‘drink
of choice’ with existing consumers.
- Inherent to the campaign’s aim was to target opinion formers who Red Stripes target
audience are known to engage with.
www.taylorherring.com
14. 14
-This campaign was centred around elevating
the brand awareness through media attention
and a social media campaign.
-40ft Space Invaders game on the side of the
manchester Town Hall.
-Created using road barriers and LED lights,
which where controlled by a button in the
square.
-Consumer engagement on a large scale.
-This created media attention from these
outlets;
Make with a Red Stripe
-Two vans where customised in a wear-house
in London.
-Depth features where included in We
Heart, Crack Magazine and Who’s Jack.
-Artist Interviews and photo shoot
included.
-Two days where spent in London, Leeds
and Bristol.
-The vans had features that the public
could interact with.
-The tour worked with bars where drinks
where available for people who got
involved. In london, OLd Street, there was
an event for 500 consumers.
www.taylorherring.com
15. 15
Make Music at the Corner Shop
www.taylorherring.com
16. 16
Facebook
- They have 11,720 followers
- In the Last year they have grown by under a 1,000 followers
- The Facebook page is used to engage with followers and promote events
- Notting Hill Carnival
- Make with a Red Stripe Campaign
- Red Strip Make Sessions
- Also music and artist that are interesting
SocailNumbers.com
https://www.facebook.com/redstripelagerbeer?fref=ts
17. 17
Twitter
-3,080 Followers, Tweets are every 1-2 days.
-They are engaging with the public, by encouraging responses with the
#redstripe.
-They are pinning on the Jamaican roots of the beer, with the motto ‘Don’t worry,
Beer Happy’.
-They also tweet at reggae events, and in trendy london areas such as Brixton.
-Getting people to share their interesting moments for the weekend.
-Through their twitter page they build up an association with art, music and sport
as this is what their culture is pinned to as well as what they think their
consumers are interested in as well as the events where they will be drinking it.
https://twitter.com/RedStripeLager
18. 18
The Gap
- What we have found out is that there is a wide variety of
consumers who enjoy red stripe.
- There is a current lack of awareness for the brand amongst a lot
of consumer sectors that could be exploited.
- They have used events and campaigns well, one of their most
positive aspects of promotion.
- The current social media campaign needs more attraction and
followers, there is not enough people talking about Red Stripe
- Print media Ads, theres nothing in any London publications.
- Attending beer events, to be able to engage with more beer
bloggers, therefore raising more awareness.
19. 19
Recommendations
- Engaging Ap
- Instagram Campaign - Design your own Bottle, have a
competition.
- Promotional Competition Instagram first 500 followers get an
invite to secret event.
- Looking Print media, getting an ad in Metro (Friday Morning),
Other local london publications. (Magazines)
- QR Code - promotional coupon Half Price of fist beer in
participating venues. (relevant places
- With the events that they carry out to make sure they get more
bloggers to the events so they can hopefully write more positive
reviews.