A Dalston corner shop gave its regulars an uplifting and unusual retail experience when it was transformed into an all-singing, all-grooving musical instrument by Red Stripe lager. This case study looks at how the Jamacian lager brand made smart use of in-store advertising and viral marketing to get 1 million YouTube views.
Brand: Red Stripe | Sector: FMCG, Food and Beverages, Alcohol | Country: UK | Partner/agency: KK Outlet, Stinkdigital, Hirsch&Mann | Objective: brand awareness, consideration and purchase | Format: TV, Video, YouTube
Customers picking a Red Stripe from the fridge in Best Supermarket activated a very special version of “Rudy, A Message to You” by Jamaican musician Dandy Livingstone, later made famous by The Specials, played by products on the shelves, the shop dustpan and brush, a food can xylophone, nut packet shakers and more.
Hidden cameras captured the impromptu music-making, and the obvious surprise and delight of the store’s local punters. So far, the video viral has notched up more than one million views on YouTube.
