Imagine this scenario.
Two attorneys are chatting against the beautiful tropical backdrop of the Cayman Islands. The elder lawyer suggests to the young rising star that he “grab a Red Stripe,” which leads to the selection of the Jamaican-brewed beer from an ice-cold fridge.
So simple … but it’s a powerful association between the “good life” and a particular brand of beer. Did it work?
Within a month, sales of Red Stripe in the United States increased by over 50%. Within a few weeks of that, the company collected a $62 million payday by selling a majority interest in the brewery to Guinness.