- Photos by Winston Sill/Freelance Photographer
LEFT: Oh my! We were simply awestruck by these young women in white and had to get a picture. The Red Stripe models, (from left) Alecia, Sheena, Trudy and Kim, made sure all arriving guests had a cold beverage, that the spirits were high and the vibes right at Red Stripe's campaign launch, held at Terra Nova All-Suite Hotel, on Wednesday. RIGHT: Red Stripe's managing director, Mark McKenzie, hugs Global Marketing Director, Grace Silvera (left), and Maxine Whittingham, at Red Stripe's new campaign launch, held at Terra Nova All-Suite Hotel.

The evolution of beer has begun and it has started with a little place located at 214 Spanish Town Road.

Red Stripe, already the self-proclaimed world's coolest beer company, launched its new advertising campaign on Wednesday, and the brand will be hitting the island as never before. But, with the product doing so well, some might think if it ain't broke, then don't fix it. But, Marketing Manager, Wayne Lawrence, said this was the first new marketing campaign in six years - a time span he felt was too long.

NEW TAG LINE

'Live Red' is the new tag line for Red Stripe and it symbolises living life to the fullest. It is also a celebration of the indomitable spirit of the Jamaican people that has helped to define what is arguably the most famous beer in the world.

The launch, held at Terra Nova Hotel reflected the vibrancy that the new outlook is going to bring. The launch was quite the spectacle - from the red-dominated laser lights to the deliciously dressed Red Stripe models. The colours, the music, the camaraderie and, of course, the beer, were all lapped up with glee. The mini fashion show featuring Elite models was short, but definitely well received especially by the drooling male guests.

Marketing Communica-tions Manager, Kim Lee, said, "Live Red" was all about pursuing the future, "stimulating pride in who we are, what you do and inspiring others to adopt this lifestyle," she said.

Rising dancehall artiste, Aidonia, then did a cameo performance, but even in the few minutes he was onstage, it still got the women all in a frenzy. One obviously hooked miss literally kicked off her shoes to wine to the DJ's lyrics. The live entertainment over, DJ Smoke kept the crowd rocking with his selections.

Guests included Simon Crosskill, Judith Bodley, Rohan Powell, Claude Mills, Cecil Thoms, Naomi Francis, Kwasi Tingling, Tricia Spence, while from the Red Stripe family, Noel DaCosta, Dave DaCosta and Kaysia Johnson were also in attendance.