Live Red?

I have noticed how Red Stripe the great Jamaican Beer Company has become responsible, and are now encouraging people to "be responsible, drink responsible". I do applaud them for encouraging responsible drinking in their ads, but I'm a but confused. Why? Well Red Stripe has embarked on a new marketing campaign with the slogan "Live Red". Well you may think of it as a great idea, since the colours of the Red Stripe include red it is fitting to have that tag line. Well I can see a different side of this slogan.

In Jamaica a popular slang for someone who is under the influence or drunk, is nothing other than "red"! "Yuh did red a di session last night mi yute." and "Yow yuh look red mi yute." are two example of the word red being used to describe someone who has had a little much...or too much to drink. So could Red Stripe be subliminally telling people to enjoy themselves by drinking large quantities of their product? Are they trying to encourage the lifestyle of drinking beer till you are drunk (red) when you go out?

If this is so, how can they be encouraging people to drink responsibly but at the same time encouraging people to live "red"? Isn't this being hypocritical? Is it just a front, or to sedate their conscience for telling people to get drunk drinking beer, by telling us to drink responsibly?

Well, they may just be using this slogan to promote their beer out of innocence as the colour red is used on their product. Maybe, but isn't the spin I took on this promotion though provoking? Maybe?