It's Maad by Third Ear – Red Stripe | Clapboard Ad Archive

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It's Maad - Red Stripe | Clapboard Ad Archive

Red Stripe’s 2023 campaign It’s Maad, developed by Third Ear in the United States, steps boldly into the ready-to-drink rum-based beverage space with a clear intention to channel the brand’s Jamaican roots through contemporary storytelling that celebrates the vibrancy of Caribbean-American culture. Anchored in Brooklyn and Miami—two epicenters of Caribbean diaspora and creative energy—the campaign trades on the dynamism of these communities by casting local artists, makers, and creatives as living embodiments of Red Stripe’s new Rum Punch and Mojito products, positioning the drinks not simply as beverages but as cultural signifiers within a richly layered identity narrative. Rather than relying on overt product demonstration or constructed story arcs, Third Ear’s creative approach foregrounds authentic user imagery—an execution that sits squarely in Clapboard’s FORMAT#10—Associated User Imagery, a device that builds credibility by placing relatable and aspirational community members at the heart of the visual and narrative landscape. In a market where major rum brands like Bacardi, Captain Morgan, and Malibu have historically leaned into their Caribbean associations through either broad-brush notions of fun, heritage, or tropical escapism, Red Stripe differentiates itself by investing in hyper-local authenticity and the lived experiences of the urban Caribbean-American audience, effectively leveraging cultural pride and shared identity as key purchase motivators. The 360° media strategy, anchored by film, produced a single hero asset that generated over 2.5 million views—an indicator that the campaign’s message and creative resonance broke through in a crowded food and drink category increasingly defined by claims of authenticity. With the new Red Stripe rum drinks positioned in direct conversation with influential user groups, the campaign pivots the brand from its familiar lager territory into a ready-to-drink segment that prizes both convenience and cultural relevance. Clapboard rates this 63/100. For an industry saturated with category clichés and surface-level island tropes, It’s Maad is notable because it translates a heritage brand’s origin story into a living, breathing narrative powered by the communities who define its future.

Credits

Client

Red Stripe

Agency

Third Ear, Serge Flores - Chief Creative Officer

Senior Director Marketing

Oscar Martinez

Brand Director

Karla Flores

Trends

Bernie Guzman-Lopez

Manager

Bryan Bozzone

Creative

Evana Flores, Yesenia Rodriguez

Strategic Planner

Ed Castillo

Account Management

Shelley Hall, McKenna Caughey, Leo Olper, SVP Managing Director

Crew

Enea Abbud, Kevin Murphy, Don Brodie, Jomari Perez

Producer

Michael McLaughlin, Sam Penfield, Ella Nuortila, Garrett Fennelly, Madison Brigode, Oliver Whitworth

Production House

1stAveMachine

Director

Category Mind Map

48%

The "It's Maad" campaign by Red Stripe, launched in May 2023, aims to introduce a new line of ready-to-drink rum-based beverages by authentically embracing the brand's Jamaican heritage. The campaign leverages the cultural richness of Caribbean-American communities in Brooklyn and Miami, spotlighting the stories of local creatives, makers, and artists. This narrative-driven approach seeks to position Red Stripe’s new rum drinks not just as beverages, but as embodiments of a vibrant cultural identity and community spirit. From a market strategy perspective, the campaign employs a 360° and film media mix to create a multi-dimensional engagement with its audience. The insight underpinning the campaign is the growing consumer interest in authentic, culturally resonant experiences, particularly within diverse urban communities. By focusing on Caribbean-American creatives, the campaign taps into niche cultural narratives that foster emotional connection and cultural pride, differentiating the product in a crowded alcoholic drinks market. The targeting of Brooklyn and Miami reflects a strategic choice to engage regions with significant Caribbean-American populations, thereby enhancing cultural relevance and consumer affinity. The creative angle—highlighting real community stories—reinforces authenticity, a valuable currency for contemporary consumers seeking meaningful brand connections. Overall, the campaign’s proposition centers on delivering a culturally grounded product experience that resonates with both heritage and contemporary lifestyle, aiming to build brand equity through storytelling and community alignment rather than traditional product-focused messaging.

FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to. This campaign centers around the stories of creatives, makers, and artists in Caribbean-American communities in Brooklyn and Miami, directly tying the brand’s new rum-based beverages to vibrant, culturally relevant user groups. Rather than focusing on a classic story arc, demonstration, or showing a problem/solution, the campaign highlights real people whose identities and lifestyles the target audience may recognize or admire. By spotlighting these community profiles, Red Stripe uses associated user imagery to evoke cultural authenticity and aspirational connection. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Bacardi – Market Positioning Bacardi leverages its heritage as one of the world’s largest and most recognized rum brands, positioning itself as a premium, versatile spirit for vibrant social occasions. It emphasizes quality, tradition, and innovation with a broad product portfolio, appealing to both casual drinkers and cocktail enthusiasts globally. 2. Captain Morgan – Market Positioning Captain Morgan is positioned as a fun, adventurous, and bold brand that appeals to a younger, party-centric demographic. Its playful pirate-inspired branding and flavored rums focus on socializing, nightlife, and vibrant experiences, making rum approachable and engaging for new consumers. 3. Malibu – Market Positioning Malibu differentiates itself through its coconut-flavored rum, synonymous with tropical, beach-inspired lifestyles. It targets consumers seeking easy-to-drink, flavored ready-to-serve cocktails that evoke relaxation and escapism, particularly appealing to younger, female audiences and casual drinkers. 4. Cruzan Rum – Market Positioning Cruzan Rum champions its authentic Caribbean heritage and small-batch craft production, offering a range of premium, flavorful rums that emphasize quality and tradition. It appeals to consumers interested in artisanal products and the rich history of rum-making in the Virgin Islands. 5. Mount Gay Rum – Market Positioning Mount Gay Rum is positioned as the world’s oldest rum distillery, focusing on craftsmanship, heritage, and premium quality. Its brand story highlights Barbados’ deep-rooted rum culture, targeting discerning drinkers who appreciate authenticity, sophistication, and the legacy behind their spirit.

Q: What is It's Maad about? A: It's Maad is a 2023 campaign created by the agency Third Ear for Red Stripe in the United States, designed to launch a new line of ready-to-drink rum-based beverages, including Rum Punch and Mojito flavors. The campaign centers on the authentic Jamaican heritage of the brand, brought to life through the stories of creatives, makers, and artists within Caribbean-American communities in Brooklyn and Miami. By focusing on real community voices, It's Maad positions Red Stripe’s new offerings as more than just drinks, but as expressions of vibrant cultural identity and contemporary Caribbean-American lifestyle. Q: What creative device does It's Maad use? A: It's Maad employs FORMAT#10 ASSOCIATED USER IMAGERY, as classified by Clapboard's 12-format taxonomy. This creative technique spotlights user profiles that the target audience can relate to or aspire to, focusing on real creatives, makers, and artists from Caribbean-American communities. Rather than following a traditional narrative or demonstration, the campaign builds authenticity and aspirational connection by highlighting individuals whose lifestyles and identities resonate with the intended audience, reinforcing cultural relevance and emotional engagement. Q: What is the campaign proposition for It's Maad? A: The campaign proposition for It's Maad is to introduce Red Stripe’s new ready-to-drink rum beverages by authentically embracing the brand’s Jamaican roots and leveraging the cultural richness of Caribbean-American communities in Brooklyn and Miami. By spotlighting local creatives and their stories, Red Stripe positions its new rum drinks as embodiments of community spirit and cultural pride. This approach targets consumers seeking authentic, culturally resonant experiences, aiming to differentiate the brand in the crowded alcoholic drinks market through storytelling and emotional connection rather than traditional product messaging. Q: How does It's Maad rank in Clapboard's archive? A: In Clapboard's global ad archive, It's Maad holds a Clapboard Campaign Score of 63/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s curatorial standards. Q: Who are the competitors in Red Stripe's category? A: In the ready-to-drink and rum-based beverage category, Red Stripe competes with brands such as Bacardi, which leverages its global heritage and positions itself as a premium, versatile spirit for social occasions; Captain Morgan, known for its adventurous, party-centric branding appealing to younger consumers; Malibu, which targets those seeking easy-to-drink, tropical-inspired cocktails; Cruzan Rum, emphasizing small-batch craft and authentic Caribbean heritage; and Mount Gay Rum, which focuses on craftsmanship and the legacy of being the world’s oldest rum distillery, appealing to discerning drinkers who value tradition and authenticity.