MACKESON: King of the Night
Between 2016 and 2018, the MACKESON "King of the Night" campaign dominated the marketing landscape of Trinidad and Tobago, setting a new benchmark in brand engagement. Extensive research revealed an underrepresented yet deeply loyal community of stout consumers, with a strong sense of individuality that distinguished them from typical beer, stout, or rum drinkers.
MACKESON’s mission was clear: to elevate the brand by celebrating the uniqueness of these consumers. The campaign unapologetically crowned them as the true "kings" of their world, affirming their identity and placing them at the center of the brand’s storytelling. Through bold visuals and a resonant message, MACKESON not only gained widespread attention but solidified its position as more than just a stout—it became a symbol of individuality, pride, and dominance in a category where few dared to stand out.
This campaign remains a hallmark of strategic branding in Trinidad and Tobago, representing a masterclass in connecting with consumers on a personal, authentic level.
Owning Friday: How a Bold Question Redefined a Nation’s Favorite Day
"Can we claim Friday?"
This seemingly simple, playful question ignited the creative spark behind one of the most iconic campaigns in Trinidad and Tobago. Understanding the heartbeat of the local drinking culture was instrumental in shaping a campaign that would not only resonate but dominate.
Drawing inspiration from the universal appeal of TGIF (Thank God It’s Friday), the innovative team at Ogilvy Caribbean took a bold leap, setting out to own the nation’s most cherished day of the week. By tapping into the anticipation and celebratory spirit surrounding Fridays, they seamlessly integrated the brand into this cultural moment, creating a campaign that captured hearts and minds.
The result was more than just a clever marketing move; it was the redefinition of a cultural experience, where the brand became synonymous with the joy, release, and camaraderie that Fridays represent. A masterstroke in brand strategy, this campaign remains a testament to the power of insight, creativity, and a little audacity.
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Key visual: Richard.Qm.Lewis Copy: Nicole Martin Creative direction: Till Aurousseau Working with Ogilvy Caribbean.