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Red Stripe takes leading role in Bob Marley: One Love

01 February 2024 By Jessica Mason

Jamaican beer brand Red Stripe, owned by Heineken, features in the film Bob Marley: One Love to add ‘a touch of realism’ to the story.

Speaking to the drinks business, the team at Heineken highlighted how Red Stripe’s presence in the film was not a paid-for product placement, but instead an element chosen by the producers to contribute to the film’s authenticity. For imstance, Paramount Pictures physical production executive Mathew Ferrante pointed out the beer’s importance as a Jamaican brand that was known to be deeply rooted in Marley’s cultural and personal narrative.

Ferrante told db: “There’s no way to tell the Jamaican story without having Red Stripe being a part of it. We worked hard to integrate the Red Stripe brand.”

Ferrante explained: “Red Stripe is synonymous with Jamaican culture that holds a special place in the hearts of many, both locally and internationally. Its presence in the film not only added a touch of realism, but also served as a symbolic nod to the spirit of unity, celebration, and resilience embodied by Marley himself. As a Jamaican brand that would’ve naturally been in the world in the 1970s and telling Bob’s story, authenticity was the most important thing.”

Speaking about the beer brand’s positioning and tie-up with the film, Red Stripe brand manager, Nathan Nelms pointed out that Red Stripe’s inclusion represents a genuine commitment to honouring Marley’s legacy and supporting the artistic vision of the film-makers.

Describing its importance, Nelms told db: “Bob Marley’s story is intertwined with Jamaican culture and represents not just one of Jamaica’s successful sons but also the standard bearer for reggae music – a genre of music that Jamaica has given to the world. It is not by chance that Red Stripe, also an icon in its own right and the official beer of Jamaica, would have been included in a production to celebrate the life and work of a remarkable man of the soil and artiste. The brand team and indeed, the entire Red Stripe company is extremely pleased to share space in the artistic presentation that chronicles Bob Marley’s life and work and major points in our history.

Describing the inclusion, “We are honoured to have been a part of his legacy. The film underscores the commitment to celebrating Jamaican history and show ‘seh a Suh Wi Dweet’ as Jamaicans while paying tribute to one of its most iconic figures showcasing the rich diversity of Jamaican culture through genuine stories.”