In 2024, Heineken released the exciting and much-anticipated RTD cocktail, Rum Stripe.
A spin-off of Red Stripe - an already iconic beer brand, known for its connection to Caribbean culture, dance music, and inner-city communities - Heineken worked with social and influencer agency, The Goat Agency, to deliver an impactful influencer-led launch for Rum Stripe in the UK.
It was crucial that we place Rum Stripe at the heart of the culture it represents, and that we deliver a campaign that would start to build a lifestyle and aesthetic around the brand.
Drawing on Rum Stripe's integral connection to inner city life, music and its Caribbean heritage, Goat and Heineken hosted an exclusive launch party for creators, fans and influencers; "The Rum Stripe Corner Shop".
Whether before a night out or rave, on the way to Notting Hill Carnival (or on the way back home...), where else would you pick up a Rum Stripe? A classic London corner shop of course...
But instead of bringing influencers to the corner shop, we brought the corner shop to the influencers.
Goat re-created a traditional London corner shop complete with a dancefloor, DJ booth and fridges stocked with Rum Stripe and Red Stripe. The London/Jamaican inspired party was attended by over 100 creators, artists, journalists and creatives, and featured incredible performances by D Double E, Sir Spyro, and Tiffany Calver. These three acts are DJs, presenters, producers and artists with strong ties to the UK grime and dance scene; music genres associated with Red Stripe and popular with the brand's core fanbase.
Goat's Design team created all the Rum Stripe football shirts, billboards, flyers, posters and invites, helping to build a visual identity around the brand itself, and there was plenty of branded merch from coolboxes to clothing up for grabs at the event!
Every element of this activation was meticulously considered and planned to ensure it felt authentic to Rum Stripe's customers.
From the artists and creators we partnered with, to the location and vibe of the whole party, it really spoke to the brand's community and heritage. Importantly, all stock was sourced from Ridley Road market in East London and any leftovers were donated to local food banks.
This activation was all about giving people an amazing shared experience rooted in music and community, whilst celebrating the heritage that makes Red Stripe and Rum Stripe such beloved brands!
26 Influencers posted 29 reels and instagram posts after attending the launch event, then following up with Always On content.
We had influencers showing their own versions of a London Night Out, Musicians creating mixes for Rum Stripe; Dancers bringing in the New Year with Rum Stripe; and even fashion designers making bespoke trainers for giveaways and prizes - all in the name of Rum Stripe.
Through all of this, we drove an organic performance of over 1.2M Views and 40k engagements at a highly impressive 3.5% engagement rate. Most importantly, we succeeded in creating buzz and awareness around Rum Stripe, placing it within London culture, and building cultural relevance for the brand.
