Carib beer is relaunching it's image and adopting a new slogan: Know Who You Are. Drink What You Like. Associate creative director of Collier, Morrison and Belgrave Advertising Ltd (CMB) Richard Rawlins said on Wednesday that the slogan came from Carib drinkers' loyalty to the beer. He was speaking at MovieTowne, Invaders Bay.
Regional marketing manager of Carib, Sadiq Ali, said the new campaign, targeted towards men aged 18 to 25, was meant to have captured the independent spirit of a Carib drinker. Rawlins and Ali both said the entire campaign captured the free independent culture of modern Trinbagonain youth.
With the understanding that music was pivotal to youth culture, the team at CMB and Carib worked with three audio production companies to create three unique soundtracks and jingles. The soundtracks for the radio and television commercials are an explosive fusion of hip hop, rock and chutney with lyrics–"I am an individual, I know who I am."
The television commercials were edgy, raw and showcased the Brazilian martial art of Capoeria that had become increasingly popular in young urban culture. There are four posters for the print campaigns, the hallmark being a tattoo sleeved arm holding a Carib. The imagery was dominated by a frosty beer golden background, replacing the dominant blue of past campaigns.