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

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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.

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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