Brand Strategy // Naming // Brand ID // Packaging // Shopper Marketing // Experiential Platform // Advertising // Web/Social

IN 2006, LASCELLES DECIDED TO ENTER THE BEER MARKET confronting behemoth Red Stripe with a locally-brewed product. Without ample research, Lascelles was operating primarily on instinct.

Generousitas deployed a research model based on a few hypotheses—that national fervor was at an all-time high, Jamaicans wanted 100% Jamaican product; that over 50% of the population (women were not just underserved but forgotten in the category; that Jamaicans inherently want to trade up especially since they’ve experienced global brands through new introductions on island or through the Internet or travel. We mined existing global case study within the category to find insights that could work in Jamaica. Concurrently, we convened affinity groups of beer drinkers, women, young adults, ex-Pats and tourists to not only taste-test different brews but to have an open dialogue on what was necessary to create a new product to compete with an established and ubiquitous brand. Beyond affinity groups, Generousitas developed one-on-one relationships with bartenders to understand the frontline of the category.

The key consumer insights were that young adults were wanting a beverage that didn’t “belong” to their fathers’s generation. They wanted to badge with a premium product that demonstrated their Jamaican-ness and their aspirational taste. Secondarily, but not unimportant, women wanted a beer brand that understood them.

We delivered a taste profile to the brewmaster to create a beer based on consumer preference. Furthermore, the case studies, affinity groups and bartender network helped define the audience, the opportunity and the way in.

Generousitas developed a brand strategy built on values clearly defined by the audience. The brand strategy was the foundation for creative development for naming, brand identity and packaging. Key consumer insights from the research and brand planning helped form a marketing communications strategy using limited resources to quickly lift a new product in a category with an undisputed leader with a deep cash reserve and extensive distribution.

We turned to a combination of social media, experiential marketing and sponsorships in lieu of above-the-line advertising and promotions. The efforts were highly targeted to elicit advocacy and a grassroots support of the new product.

Jamaicans can be highly critical especially of a product or service that’s not unknown. So, it was extremely important that we follow consumer insights and deliver in a way that the consumer always “owned” the marketing effort.

Generousitas and Lascelles launched Kingston62 Pilsner Beer in November 2006. Lascelles exceeded its projected sales. The brand was firmly established. Kingston62 won the coveted sponsorship of Bachannal Carnival. Men… and women … island-wide had Kingston62 top of mind. And, in some neighborhoods, the brand was neck and neck with well-resourced Red Stripe.

Kingston62 effectively became true rude Jamaican brew.

Shout out to Stylist Kaysian , Stylist Dexter Pottinger, and Photographer Peter Dean Rickards

As founder + creative director // Generousitas // Kingston // 2006-2007