Summer Marketing Campaign For Old Jamaica

07 Jul 2014 --- Cott Beverages is set to upgrade Old Jamaica Ginger Beer’s marketing campaign this summer with its brand new television campaign, which launches this month.

Hitting screens across the UK from July, this latest advertising campaign represents Old Jamaica’s largest ever media spend.  A significant step for the ginger beer, the advert will run across a number of high profile channels, including Channel 4, ITV Digital, 4OD, Five, Five Digital and UKTV.

Running throughout the summer, the campaign focuses on getting summer off to a great start and upgrading consumers’ taste buds with Old Jamaica’s trademark fiery flavour.  The advert reinforces Old Jamaica Ginger Beer’s ‘full of flavour’ messaging.

The advertising campaign will also be underpinned with a retailer engagement programme, which will see the brand distribute toolkits to key retailers to maximise the reach of its media activity.

Old Jamaica will also run a social campaign, which challenges their community to ‘Upgrade their Summer’ with regular competitions, creative content and interactive elements.  In addition, a high impact PR campaign will see national and consumer coverage engaging with the target audience through the largest consumer panel Old Jamaica has ever run.

Gavin Herbert, from Old Jamaica, said: “This is the most we have ever spent on media but it felt like the perfect time to do it.  It not only gives us the opportunity to reach out to consumers with something fresh and exciting, but it also helps us engage with retailers.