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February 5, 2014
Star Entertainment



 

Digital leg of Drink Think Right campaign launched
Leighton Levy, Star Writer


Wayne Marshall

Three responsible drinkers and supporters of Red Stripe's Drink Think Right Campaign will win trips to Trinidad for next year's Carnival. This, as the brewers aim to generate one million tweets over the next three months in the bid to encourage and raise awareness about the benefits of responsible drinking.

The digital leg of the campaign was launched last Tuesday at an I Pledge party held at Ribbiz Ultra Lounge at the Acropolis Gaming Lounge in Barbican.

"We launched another leg in our responsible drinking campaign - I Pledge, which is pretty much getting our consumers to pledge towards drinking the right way, at the right age and the right amounts," said brand PR manager at Red Stripe Kamal Powell, who also disclosed that Wayne Marshall, who wrote the Drink Right song, is also an advocate for the campaign.

Unfortunately, Marshall was not in attendance, but at the party, several supporters including representatives from Pepsi and Digicel made their respective pledges to the campaign.

key tenets

Powell explained that the key tenets to the campaign are drinking at the right age and in the right amounts. "We are driving to drive awareness about how to be responsible about the consumption of alcohol," he said. "We are driving the message #Drink Right on Twitter, Facebook and Instagram. Three of the most active persons over the next three months will win a trip for two to Trinidad for 2015 Carnival to our Drink Right ambassador and also to be an ambassador at Smirnoff Dream Weekend."

The campaign he said has been going well as their consumers seem to be responding to the messages delivered across all the media platforms. "We have a strong ad campaign in terms of the traditional media, print, radio and television ads, and we have Ruption, who is creating some very interesting digital campaign material in terms of videos, and that has been going pretty well," he said. "We have over 300,000 campaigners watching our videos, so everything has been going pretty well."

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