Package Design | packagedesignmag.com

By Ron Romanik

Object 9's recent campaign for Red Stripe Beer highlights the beer's official sponsorship for 2007 ICC Cricket World Cup in Jamaica by exploiting the iconic packaging to its fullest effect. Object 9 is a marketing, communication, advertising, and graphic design firm based in Baton Rouge, LA.

This is Object 9's second campaign for the highly recognizable Jamaican brand. Known for its distinct, stubby bottle, Red Stripe embodies the spirit of Jamaica and is one of the most decorated beer brands in Diageo's award-winning portfolio.

The success of Red Stripe's "Don't Just Live, Live Red" campaign in Jamaica is building momentum for their "Ignite the World Party" sponsorship in the 2007 ICC Cricket World Cup. Red Stripe will reinvent the way the younger demographic views this typically conservative game by serving as "Cricket's Coolest Beer." They will also re-create the World Party experience and promote their mega-brand status by hosting high-energy parties over a three-month period that coincide with Cricket World Cup opening ceremonies and key matches.

Object 9 helped the Diageo's Red Stripe team to create a full promotional campaign complete with a fleet of World Party vehicles that bring the excitement directly to consumers. "Red Stripe is the only brand that has the equity to align with Jamaicans' passion and lust for life. The World Party allows us to create a once-in-a-lifetime experience for a whole new generation of Red Stripe consumers," according to Andy Gutowski, Object 9 partner and creative director. "The goal is to help build new Red Stripe adopters and adorers through positive brand interaction."

In addition, the Object 9 team created a promotional logo and commemorative label for the sponsorship designed to capture the vibrancy and authenticity of the Red Stripe Beer brand.