UK: Cott Beverages extends Old Jamaica UK campaign

By | 24 July 2012

Old Jamaica will mark its tie-up with the Respect Jamaica 50 festival by launching a limited can. Click through to view

Old Jamaica will mark its tie-up with the Respect Jamaica 50 festival by launching a limited can. Click through to view

view 1 related image

Cott Beverages has extended the marketing push for its Old Jamaica ginger beer brand in the UK, with a sponsorship deal for the 'Respect Jamaica 50' festival in London.

The event coincides with the London Olympics, which starts later this week, and promotes Jamaican creative arts across the capital from Thursday (26 July) until 6 August.

Cott, which released details of its UK summer advertising campaign in May, has lined up a limited edition 50cl can to coincide with its festival partnership.

Financial details behind the sponsorship were not disclosed.

Show the press release

Old Jamaica announces lead sponsorship of Respect Jamaica 50 in the UK’s Capital

Old Jamaica, the nation’s favourite ginger beer, has announced it will be the official soft drinks sponsor of the Respect Jamaica 50 festival this summer.

Marking 50 years of Jamaican independence, the high profile event will showcase a wide range of Jamaican music, film and comedy acts across multiple venues in The O2 (from 26th July to 6th August).

As official soft drinks sponsor, Old Jamaica will be the presenting partner for a series of comedy performances and will be served as the exclusive ginger beer across all bars located at the Proud2 and IndigO2 venues.

Continuing Old Jamaica’s long-standing association with the comedy sector, this sponsorship activity is the latest phase in the brand’s most ambitious marketing campaign to date. Comprised of a prestigious sponsorship deal with satellite channel Comedy Central, social outreach and PR, the campaign has seen Old Jamaica make a significant investment in its 2012 marketing and shows the brand’s ongoing dedication to growth in the UK.

Heather Jones, Senior Brand Manager of Old Jamaica said: “We are delighted to be supporting the Respect Jamaica 50 event and to be marking this 50 year milestone in Jamaican Independence. Jamaica is home to the fiery root ginger that sets our product apart and we hope that our support of the event demonstrates how important the brand’s heritage is to us.

“With a multitude of legendary Jamaican singers, DJs, comedians, writers, actors and poets already confirmed, Respect Jamaica 50 promises to be a fantastic event and is sure to showcase the cultural depth and diversity of the nation. And, with thousands of people set to attend, it’s a great opportunity for us to reach our existing and potential customers too.”

In celebration of the brand’s heritage and this important landmark for its home country, Old Jamaica has also created an exclusive format of the popular soft drink. A limited edition 500ml can has been developed to give Old Jamaica’s loyal fans even more of its unique fiery taste in one purchase and will be available from mid July.

 

Original source: Company Release

Sectors: Marketing – advertising & promotions, Soft drinks, Water

Companies: Cott

View next/previous articles

Currently reading -

UK: Cott Beverages extends Old Jamaica UK campaign

There are currently no comments on this article

Be the first to comment on this article

Related research

2012 Private Label Beverages & Contract Packing in the U.S.

This report offers insight on private label beverage production, quantifies the private label market, sheds light on issues related to contract packing and discusses the trends affecting the private label and contract packing markets. It includes an ...

Related articles

Review of the Year 2012 - Part II: Soft Drinks

In the second part of just-drinks' review of 2012, Andy Morton looks at how the soft drinks category has fared in the past 12 months.

Review of the Year 2012 - Part III: Bottled Water

The third in our five-part review of 2012 sees Ben Cooper consider how the last 12 months have treated the bottled water category.

US: Q3 sees gloom continue for Cott Corp in YTD

Cott Corp has seen its figures stay red as North American volumes continued to struggle in Q3.

just-drinks tagline

Not a member? Join here

Decrease font sizeDecrease font sizeDecrease font size Increase font sizeIncrease font sizeIncrease font size Comment on this article Email this to a friend Print this page