As the excitement surrounding the Paris Olympics surges within the hearts and minds of Jamaicans across the globe, beer giant Red Stripe launched its “Guh Fi Gold and Glory” Olympics campaign, with track & field legend Usain Bolt to serve as its brand ambassador.
Through this campaign, Red Stripe will send 10 lucky Jamaicans to Paris, France to cheer on the country’s athletes. From community engagements, countless giveaways, to a partnership with the incomparable Bolt, Red Stripe is set to amplify national pride before, during and after local athletes dominate on the main stage at this summer’s global multi-event showpiece.
Details of the campaign were revealed during the launch announcement at the Half Way Tree Transport Centre on Wednesday.
Red Stripe’s Head of Commerce, Sean Wallace said the campaign represents a significant, long-term investment.
“The Olympic games allow our Jamaican athletes to showcase their envied talents, as well as, as it allows our people to come together within communities, homes, town squares to chat and cheer. It's really an occasion where national pride unfailingly soars and so, our brand undoubtedly wanted to be a part of that excitement in a much larger way this time around.
“So of course, we decided to do it big. We’re proud to not only offer extensive giveaway opportunities, meaningful and authentic community events, but announce our recent partnership with the legend himself, Usain Bolt,” Wallace said.
Forming part of a larger $80 Million investment with the Jamaica Olympics Association (JOA), the “Guh Fi Gold & Glory” campaign further symbolises Red Stripe’s commitment to celebrating sportsmanship, unity and the spirit of competition that is part of the country’s DNA.
For Bolt, an eight-time Olympic gold medallists and the world’s fastest man over 100m and 200m, his iconic brand with the world’s iconic beer, represents the perfect fit.
“Red Stripe is synonymous with Jamaica, and I always want to represent the best of Jamaica. Becoming an ambassador for Red Stripe is a celebration of greatness and I’m very excited about the partnership. I’m even more excited for Jamaicans to enjoy all the fun and excitement that Red Stripe has coming their way. So, it is something that I am excited about. We have a lot of work to do, and I am looking forward to it,” Bolt shared.
From May 1 to June 28, Red Stripe will be rolling out a series of promotional events in support of the upcoming Olympic Games, with 10 consumers set to secure unique opportunity to enjoy the Games live.
Additionally, the beer brand will host viewing experiences whenever local athletes are set to compete. Red Stripe also announced that each week, five individuals will receive cash prizes of J$50,000, while 10 winners will be selected to receive 65-inch smart TVs, and one lucky recipient will enjoy an Olympic-style living room upgrade.
“As we support our athletes with training, development, and equipment, we are equally committed to giving back to our communities. We recently showcased the immense talent of our nation's artists by commissioning a special limited-edition label that will soon be available in the market,” Wallace said.
“Over the next few weeks, we aim to forge meaningful connections that reflect our values and capture the excitement of the Olympics. Our commitment has always been, and will continue to be, focused on celebrating what is uniquely Jamaican and honouring the talent and accomplishments of our people,” he ended.