In a bold departure from traditional media buys, Rum Stripe recently executed an immersive, full-branded experience that pushed the boundaries of digital out-of-home (DOOH) activations.

Debuting in the heart of Half-Way Tree, the campaign exemplified culturally relevant marketing, resonating with local audiences through an energetic live DJ set, live drumming, and curated on-the-ground engagement.

This high-impact initiative, according to Rum Stripe, launched with a one-hour digital takeover in Half-Way Tree, where commuters and passers-by were drawn in by a striking combination of visuals, music, and brand messaging.

The experience then made its way to Jamaica’s most vibrant urban centres—including Kingston, St Catherine, and Ocho Rios—through a branded truck tour designed to captivate. This wasn’t just messaging on screens—it was a multisensory encounter that stirred both sight and sound.

“We are incredibly excited about this unique activation,” stated Cavell Robinson, brand manager for Rum Stripe. “This campaign wasn’t just about visibility—it was about creating a truly immersive experience that captures the heart of Jamaica’s energy and culture. By combining the power of DOOH with impactful ground-level engagement, we’ve created something that feels authentic and locally relevant, bringing Rum Stripe closer to the people who matter most to us: our consumers.”

The campaign culminated in a high-energy activation in Ocho Rios featuring a live DJ and drummers, immersing locals in the world of Rum Stripe for a full hour. This dynamic experience amplified the brand’s presence and solidified its position as a disruptive force in the ready-to-drink category. The initiative stood as a testament to Rum Stripe’s bold marketing strategy, with its voice resonating powerfully through the streets and hearts of Jamaica.

The creative execution ensured deep community resonance.

“I think that it was an excellent execution—very high-energy and fun,” shared Nicholas Evan. “Everything about it was just incredible. We have received great feedback from our online audience, and the way it came together on the ground was outstanding. From the drumming, the dancing, and just all-around great vibes, I can definitely say it was an extraordinary experience.”

Simultaneously, while part of the team led the festivities, others were interacting with passersby in Ocho Rios, offering locals samples of Rum Stripe. For some, the takeover came as a welcome surprise.

“I have tried the other flavours, but this one is definitely the best and easily my favourite,” shared Orlando Watson, a local passerby.

By embracing creativity and bold execution, Rum Stripe continues to redefine the way brands interact with consumers—building lasting relationships with Jamaica’s legal drinking-age audience.

The campaign marks another step forward in the brand’s mission to deliver flavour-forward refreshment and remain culturally relevant in today’s competitive market