Red Stripe Says That, Whatever the Cost, It Will Buy a New Bobsled for Jamaica

The Jamaican bobsled team has been a world-famous underdog since first appearing on the Olympic scene in 1988. The team’s unlikely path to the global stage was made famous in the 1993 movie Cool Runnings, but returning to the Olympics has been a challenge ever since, with financial support often in short supply.

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This year, the Jamaican men’s team fell short of qualifying for the Olympics, but that disappointment was offset by a new milestone: the country’s first women’s bobsled team made it to the games.

But the path to glory remains rough sledding, as the women’s team now faces the risk of losing its sled, whose ownership is disputed. Team coach Sandra Kiriasis, a German gold medalist, abruptly quit after being demoted to track analyst, and her comments make it unclear whether she’ll take the sled with her.

While the Jamaican team says it’s been “approached by many nations with extra equipment,” another potential benefactor has stepped into the fray: Red Stripe.

The proudly Jamaican beer brand tweeted today that it would happily pay for a new bobsled if the team needs one:Screen Shot 2018-02-15 at 5.23.25 PM.png

According to one estimate, an Olympic bobsled can cost around $50,000. Such an amount can be prohibitive for Jamaica, which relied on fan donations to pull together (and surpass) the $80,000 needed for the team to compete in Sochi in 2014.

Adweek spoke to Red Stripe’s marketing manager to learn more about the offer:

Adweek: Have you had any conversations with the Jamaican team yet? Any response?
Andrew Anguin, senior marketing manager, Red Stripe: When Red Stripe caught wind of the news, we immediately huddled as a team and made the decision to show our support. We then reached out after receiving the information for the correct person at the Jamaica Bobsleigh Federation. We’re hopeful to begin a quick dialogue on how we can help in any way possible.

Just to confirm, this is a literal offer, right? Not a joke.
This is not a joke. The games are an honor to compete in, and as the No. 1 beer in Jamaica, we want to help those athletes realize their dreams. The athletes clearly have no quit, so we would love to do our part and put the cost of a new bobsled on our “bar tab.” We’re happy to discuss specifics with the team at the Jamaican federation.

Have you priced out what a bobsled would cost and if it’s logistically feasible to have one there in time?
While we’re experts in beer, we won’t know the cost of a new bobsled until we’re able to speak with representatives from the team. That said, as a beer born and brewed on the same island as these athletes, we want to ensure they have what they need to proudly compete.

from Ad Week:

McDonald’s Absurdly Lavish ‘Bling Mac’ Ring Could Be Yours, If You Love It Enough

This Valentine’s Day, how will you show your love for McDonald’s Big Mac?

Let’s see … you could eat a Big Mac, of course. Or maybe a Grand Big Mac. Or even a Big Mac Jr.

Or you can save yourself all those empty calories by playing a pair of brand-boosting games developed by DDB. (Kidding, of course. This stuff is health food, at least compared to the chocolate shakes.)

If you’re feeling poetic, try composing a few lines of love to the sandwich on Twitter for a chance to win the “Bling Mac.” That’s an 18k gold, stackable ring with seven tiers of gems representing Big Mac ingredients, including orange sapphires as the special sauce:

Only one burger buff will win the Bling-y thing-y, designed by Nadine Ghosn and valued at $12,500. But everyone can be a “Big Mac Hero” by playing the fast-feeder’s throwback 8-bit video game.


Using power jumps, you collect as many Big Macs, Grand Big Macs and Mac Jr.’s as possible to prove your love and advance through various levels, while avoiding other foods like pizza and tacos. (Why spoil your dinner?)

Odd, in real life, after putting away so many Big Macs, most people don’t feel much like leaping around.

Big Mac Hero—it sounds like a menu item, right?—was developed with Reddit and Snapchat, and McDonald’s is using those platforms to promote and disseminate the game. In the case of the latter, a snap ad and snapcode on McD’s cups take users to the Hero experience.

from AdWeek:

The Kid Who Watched Skittles’ Super Bowl Ad Reveals What Happened in It

In the chaos of watching last night’s real Super Bowl commercials on NBC, it was tough to break away for Skittles’ Super Bowl ambush—the Facebook Live stunt it orchestrated during the game in which a single person got to watch its “Super Bowl” ad, with the Facebook audience simply watching the kid watch it.

So here’s a recap of how that went down.

It turned out to be an 18-minute broadcast. And while, as promised, we didn’t get to see the actual ad—we only saw Marcos Menendez watching it—we did get some clues about the plot, as Menendez was allowed to describe it afterward.

See the full Facebook Live video here:

Menendez said the ad, created by DDB, featured David Schwimmer with glowing eyes, as seen in one of the teasers. The plot involved Schwimmer wandering around and shooting people with some kind of laser from his mouth. Anyone who was hit by the laser turned into Skittles.

They personalized it in a fun way for Menendez, though. They shot a portion of the ad at Menendez’s own house, and his mother even appeared in it. She showed up in a scene on a bus, where she was, in Menendez’s words, “mad dogging” Schwimmer, who was seated in the back of the bus. He quickly shot her with a laser, and she turned into Skittles.

Read more at AdWeek:

Whole Foods Unveils First Campaign Following Amazon Acquisition

Whole Foods Market’s first marketing campaign since its $13.7 billion acquisition by Amazon last August is out, and the first batch of spots seem targeted at a distinctly young, decidedly quirky demographic.

Under the tagline “Whatever Makes You Whole,” the new push includes the tale of a bearded vegan-turned-paleo and his carnivorous needs; a dad who loads up his cart but forgets his real reason for being there (diapers); and a milquetoast-looking dude who wants some cheese, but has no idea what kind.

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The emphasis on shoppers and Whole Foods staffers may help Whole Foods shed the “whole paycheck” baggage that has plagued it for years; such a reputation is no longer as accurate now that the chain is owned by lower-price-touting Amazon.

“Historically, we’ve been focused as a brand on telling our story in terms of our quality differential,” explains Sonya Gafsi Oblisk, who joined Whole Foods as global VP of marketing two years ago after a stint at Walmart-owned Sam’s Club. “This campaign was really intended to move the brand to a much more human place … but also have a strong nod to the individuality and diversity of everyone that loves the brand.”

When Amazon released fourth-quarter earnings late last week, it noted $4.5 billion in revenue for the period from physical stores, largely from Whole Foods’ 477 locations. Overall, the Seattle-based e-commerce giant posted $60.5 billion in net sales for the quarter and its largest profit, $1.9 billion, to date. In a talk with analysts last week, Chief Financial Officer Brian Olsavsky said Whole Foods has gotten two rounds of price cuts in recent months, which have resulted in increased demand for products.

Amazon is also working on better integrating Whole Foods benefits for Amazon Prime members.

Whole Foods, which is based in Austin, worked with MullenLowe LA on the new work. The grocer appointed Mullen its creative agency of record last October following a competitive review that pre-dated its purchase by Amazon. Mediacom, which was appointed Whole Foods’ media agency last year, handled media planning duties.

Read more at Ad Age:

You Know ‘Dilly Dilly.’ But Check Out the ‘Deli Deli’ Ad That’s Running on Philly TV Today

Philadelphia-based deli foods maker Dietz & Watson is running a regional Super Bowl pre-game ad with a knowing wink to Bud Light’s popular campaign playing off the “Dilly Dilly” catchphrase.

The spot was created by Red Tettemer O’Connell + Partners, which Dietz & Watson recently named as its agency of record. It opens with Ye Royal Deli attendant bellowing a hearty “Deli Deli,” before introducing a new food giveaway by “ye royal purveyor of meats and cheeses” at

The ad even makes a nod to the product whose catchphrase it steals, when a member of the crowd asks if there is also free beer. (No, no, there is it, but they have all the meats.)

The pregame spot will run regionally four times before Super Bowl LII, including the 5:58 lead-up to the Big Game, in support of the promotion.

Visitors to the “Deli Deli” microsite will be met with a 10-hour livestream across Facebook, Twitter, and YouTube, where they can place their custom #DeliDeli orders. Ye Olde Deli Attendant will then slice up a quarter pound of the desired meat or cheese, and Dietz & Watson will ship it to customers in select markets via Amazon Fresh. One lucky contestant will even win ye meat and cheese for life.

Paid digital and social components will drive traffic to the microsite. The social media component will feature support from social influencers, including Michael Rappaport and Anthony Anderson. The campaign will also include an out-of-home component around digital billboards in Center City Philadelphia, and the brand will hand out “Deli Deli” T-shirts and other swag during game day festivities in the city.

Adweek reached out to Bud Light about the spoof, but the AB InBev brand did not immediately respond. Maybe they’re busy sending out a town crier.

from Ad Week: