Welcome to Jamaica

The Caribbean has proved a boon for marketing people in the last few years. Many brands, with no obvious association with the Caribbean have used it's easygoing approach to market their products. Here's a selection of a few:

Malibu
Malibu already feels tropical. It exploits the Caribbean by making the comparison between the Caribbean and our 'rat-race lives'. The message - take a slug of easy-going Caribbean spirit.











Red Stripe
The beer from Jamaica. It's confident in its Caribbean credentials, and keeps it on the back foot in these ads:





Lilt
The totally tropical taste, at some point realised it's Caribbean positioning might now work for todays cynical consumers, so in these updated ads, it puts the Caribbean into a British context. Ads from Mother, featuring lovable Caribbean grannies...

Read more about it here:

And another one, Lilt's take on a Levi's classic:



And here, some Lilt classics from the past. Totally tropical!




And some tactical work from Puma, exploring the same world:


Adidas
And more, a short article about Adidas taking the same territory, click here:



Bounty
And last but not least, some classic (ie old) work for Bounty. So moist. So tender.