Red Stripe is cashing in on a prime marketing opportunity in PyeongChang.
Sandra Kiriasis, a retired German bobsledder who had been serving as the head coach of Jamaica’s women’s bobsled team, abruptly announced on Wednesday that she had quit the team, according to Delfina Moyano of ESPN. Kiriasis also went on to claim ownership of the team’s sled, saying that her contacts secured the sled and demanding reimbursement for it.
Enter Red Stripe. Sensing their compatriots in need, the Jamaican lager company tweet an offer to the team to buy a new sled for them if needed.
No bobsled, no problem. If you need a new ride @Jambobsled, put it on @RedStripe’s tab. DM us and we’ll be in touch
— Red Stripe USA (@RedStripeUSA) February 15, 2018
Within several hours, the team replied back asking to be contacted by phone.
Please contact us (your DMs are not open) US (315) 558-2302
— Jamaica Bobsled Team (@Jambobsled) February 15, 2018
In a subsequent interview with David Griner of Adweek, Red Stripe’s senior marketing manager Andrew Anguin confirmed that the offer was for real.
“This is not a joke,” said Anguin. “The games are an honor to compete in, and as the No. 1 beer in Jamaica, we want to help those athletes realize their dreams. The athletes clearly have no quit, so we would love to do our part and put the cost of a new bobsled on our ‘bar tab.’ We’re happy to discuss specifics with the team at the Jamaican federation.”
The team is slated to begin competition next Tuesday, and this is certainly a cool gesture by the good folks over at Red Stripe, even if a new sled could be rather expensive. Interestingly enough, the Jamaican bobsled team (albeit the men’s) found themselves in a similar position at the Sochi Games in 2014.
