01
The 80th opens the door
A time-limited awareness and trial engine: the film, commemorative packs and adult-audience cultural moments make Carib worth discovering.
PortalTrinidad & Tobago · Est. 1947
1947–2027 · US anniversary playbook
Carib 80 Years
Born in 1947. Brewed for tomorrow.
PREPARED BY ANGELO D. SINGH · ISOLANI CONSULTING
The anniversary film · Official 80th Heritage bottle & Caribbean Gold · Supplied soundtrack and voice-over
Download film Pitch film script (PDF) Pitch film script (DOCX)The next chapter
A Caribbean icon. An American ambition.
Eighty years of Trinidadian heritage give Carib a story no new brand can manufacture. The proposed US campaign turns that milestone into discovery, trial and repeat demand — moving beyond the diasporic niche towards lasting mainstream import status, with Cape Canaveral, Florida, as the operational bridge.
02
Caribbean Gold keeps it open
A distinctive navy and gold family, carrying the same Carib lager heritage beyond the milestone. The no-garnish Cold Pour ritual gives Heritage and Caribbean Gold a recognisable, repeatable bar occasion.
03
Evidence earns expansion
Judge the programme on attributable demand, account reorders and durable brand equity through 2030 — not impressions or year-one breakeven alone.
Heritage meets the next chapter
The Caribbean Gold brand world
The official Heritage bottle anchors the 80th milestone. Caribbean Gold introduces a sophisticated navy and gold aesthetic, led by the supplied Calypso gold medallion — the same Carib lager heritage, with a distinctive new presentation.
Brand card v3 retains the pitch typography. Caribbean Gold packaging and scenery are presentation concepts, not approved production artwork; fine lettering requires production review.
Carib owns the cold pour.
Frost. Pour. Present.
A frosted signature chalice, one steady pour and a clean foam collar. Nothing added. The proposed ritual serves the Heritage and Caribbean Gold lines without changing the lager recipe.
Carib is the masterbrand; the Cold Pour is a proposed service ritual, not a product line or new formulation. It is served only with the Carib Heritage line (including 80th Anniversary editions) and the Caribbean Gold line, carrying the supplied Calypso gold medallion.
Ice-cold chalice pour: a frosted signature chalice, one steady pour and a clean collar of foam, handed to the guest label-forward. Nothing is added to the glass. No fruit, wheel, twist or garnish of any kind, and no change to the lager recipe. Chill the chalice and the lager; serve in a standard glass or bottle if a chilled chalice is unavailable. Validate service time, hygiene, glassware handling, breakage and cost before rollout.
All dates, spending, activation forecasts and artwork below are planning proposals for discussion, not approved budgets, bookings or production releases. Adult audiences only; responsible service and local requirements apply.
Media & flighting
Q3 2026 has elapsed; plan starts Q4 2026. Shown total $1,645K — within the $1.45M–$2.6M launch envelope.
Flight
Q4 2026
Q1 2027
Q2 2027
Q3 2027
Q4 2027
Distributor sell-in incentives
Trade spend
Retail co-op · 80th displays
Trade spend
Holiday gift-pack programme
Trade spend
Teaser · “Born in 1947”
Digital & OOH
Anniversary flight · CTV, mobile + OOH
Digital & OOH
“Here's to the Next 80” sustain
Digital & OOH
Founding-date announcement
PR moments
Carnival & Caribbean Week press
PR moments
Numbered chalice reveal
PR moments
Cold Pour pilot sampling
On-premise sampling
Flagship events
On-premise sampling
Earned-account sampling
On-premise sampling
Spend / quarter
$95K
$210K
$555K
$535K
$250K
Distributor sell-in incentives · Q4 2026–Q1 2027 · $120K — Pilot-tier depletion allowances and sell-in kit for Southeast distributors.
Digital demand and proof · proposal
Every flight points to a cold pour. Every dollar is measured.
A re-cut of the existing $610K Digital & OOH track, so the campaign total does not change. Ads reach adults 21+ only (at least 73.8% of each audience) and point to venues and shelves that stock Carib.
Teaser · “Born in 1947” · $80K
- Social video$45K
- Streaming audio$35K
Anniversary flight · CTV, mobile + OOH · $420K
- Connected TV and online video$160K
- Mobile and audio near venues and stockists$110K
- Outdoor near pilot accounts$90K
- Creative cut-downs$30K
- Locator, QR and data tools$30K
“Here's to the Next 80” sustain · $110K
- Retargeting and gifting$75K
- Geo-test readout and reporting$35K
Find · Film cut-downs on connected TV and streaming in Miami, Orlando and Tampa.
Locate · Mobile and audio near pilot venues and stockists, a where-to-buy locator and QR table tents.
Prove · A matched-market test against Jacksonville and Atlanta, read weekly against distributor depletions.
The hurdle: at $2.64 contribution per case, repaying the $420K anniversary flight from 2027 margin alone would need about 159,000 extra cases. It is judged instead on about 7,500 attributable extra cases retained towards 2030. Release the 2028 Caribbean Gold digital programme only if the Q3 2027 readout shows a clear positive lift in the treated markets against the controls and the annualised incremental cases meet the value hurdle. Otherwise hold at measurement-only spend. Proposed 2028 support: $220K a year. Earned media value is never counted.
Activation playbooks
Current campaign imagery accompanies proposed activation settings; no venues or event partnerships are confirmed.
Miami-Dade · mas band route and VIP lounge · est. 40,000 attendees
Venue specs
- 2 × 40 ft bars plus one VIP chalice lounge
- Refrigerated trailer holding 34–38°F; 6-tap jockey boxes as back-up
- Shade, water stations, ID-check lanes at every bar
Bartender training
- High-volume Cold Pour: frosted chalice, 45° pour, clean foam collar
- Standard-glass fallback when chilled chalices run out — never a garnish
- Responsible service and cut-off scripts
POS footprint
- Heritage and Caribbean Gold bar fascia
- 1947–2027 flag line along route
- Caribbean Gold signature-glass display in VIP
Campaign product explorer
The Heritage bottle is the supplied official design. Caribbean Gold packaging and glassware are current concepts for review, not approved production specifications.
Official · main 80th Campaign bottle
80th Heritage bottle · official
- Format
- Clear long-neck, Carib Premium Lager
- Label
- Navy & gold, yellow sunburst Carib roundel
- Seal
- 80 laurel · 1947–2027 ribbon
- Neck
- Navy crest label, gold EST. 1947 band
2027 activation → 2030 brand value
Campaign impact & ROI estimator
The anniversary opens the door; Caribbean Gold carries the brand forward, with Cold Pour as the no-garnish service ritual. Judge the investment on attributable value through 2030, not a requirement for 2027 profit. All inputs are planning hypotheses, not Carib results or a verified brand valuation.
Starting spend: $1,645,000, the complete flight plan. Spend edits are estimator scenarios, not revisions to the flighting budget. Allocation follows its Q4 2026 / 2027 proportions; no later campaign spend is included.
Incremental value created · present value at 2026
-$1,135,697
Measured sales effects do not yet cover the investment; unmeasured brand equity is not booked as value.
Value return on discounted spend: -75.5%
- Attributed 2027 cases
- 7,200
- Retained / expanded 2030 cases
- 5,933
- Incremental 2030 EV
- $422,877
- Discounted EV uplift
- $288,831
- Discounted operating cash, net of spend
- -$1,424,528
- 2027 EBITDA before campaign spend
- $19,008
Short-term diagnostics · not the investment verdict
- 2027 EBITDA return after full campaign spend
- -98.8%
- 2027 cost-recovery cases
- 623,106
- 2027 attributed cases needed for 2030 value hurdle
- 29,396
- Earned media equivalent · non-cash
- $600,000
| Year | Attributed cases | EBITDA / case | EBITDA | Campaign spend | Operating cash |
|---|---|---|---|---|---|
| 2026 | 0 | $2.64 | $0 | $95,000 | -$95,000 |
| 2027 | 7,200 | $2.64 | $19,008 | $1,550,000 | -$1,530,992 |
| 2028 | 6,750 | $2.64 | $17,820 | $0 | $17,820 |
| 2029 | 6,328 | $4.94 | $31,261 | $0 | $31,261 |
| 2030 | 5,933 | $5.94 | $35,240 | $0 | $35,240 |
Attribution, valuation & decision evidence
22,400 samples × buyer conversion × cases per buyer = 6,048 sampling cases. Account lift adds 14,400 cases. Deduct 6,048 overlapping cases (overlap % × smaller stream), then apply 50% campaign attribution to the unique total.
Annual incremental cases = prior-year cases × retention × (1 + expansion). Defaults use the CapEx and Strategy Lab economics: $22 net per case, 12% EBITDA margin, 12× multiple and 10% discount rate. These are shared starting assumptions, not live copies of another page’s edits. The same gate schedule exists with and without the campaign; gate capital cancels, with savings credited only after release.
Value created = discounted incremental operating cash after campaign spend + discounted incremental 2030 enterprise value. No extra multiple uplift, EMV, awareness score or total brand EV is credited. EBITDA is a proxy: tax, working capital, maintenance investment and future campaign support are excluded; this is not equity value or a transaction valuation.
Before approval: measure awareness and consideration against a control, verify new-to-brand adult buyers, compare account depletion and repeat orders, deduplicate sampling purchases, and track price realisation through 2030. Do not add this spend to the launch budget again without checking overlap.
From anniversary moment to 2030 value
Validate incremental demand with matched-market testing. Review repeat orders and distribution quality before releasing capital. Earned media value remains context, never cash or enterprise value.