Carib is the flagship brand of the region’s largest brewery. Our proud task was to demonstrate how this brand defined the unique Caribbean experience and lifestyle.
The strategy surrounded the idea that the brew was such an important part of the regional cultural expression that Carib was akin to holding the Caribbean in the palm of your hand.
From the creation of a discovery idea around “bears” being found playing around in the Caribbean to the “playing of Carnival mas” to the playful presence in the popular sporting event of Caribbean Premier League 20/20 cricket, the Carib showcasing of the “way we play” found expression in myriad ways that resulted in huge engagement and renewal of a brand celebrating its 70 year presence.