The sponsorship launches an integrated £4.1million trade and consumer campaign using the third party association with cricket and other events to promote Red Stripe as the premium lager brand of Summer in the UK.
It marks a second year of involvement in England’s national summer sport and includes One Day International and Test Match series against Bangladesh and Australia as well as all domestic games played at the seven Test Match Grounds.
Having established the famous ‘Red Stripe Mound’ in Jamaica, Red Stripe is planning to make a similar impression in England and provide an entertaining Red Stripe cricket experience for spectators.
Around the Test Match Grounds, a series of promotions is being developed for on and off trade outlets focusing on a well-structured point of purchase strategy and promotional mechanics together with cricket design-led POS.
Above the line activity is being created by Team Saatchi, off trade through the line and website design by Evolving Media and outdoor event management delivered by Bullet Marketing.
Nigel McNally, sales & marketing director of Charles Wells, said: “Research has shown that an audience of 40 million people were given the opportunity to associate Red Stripe with English cricket last year simply by attending a match, or seeing advertising boards displayed at the Test Match Grounds on TV.”
