Old Jamaica is bringing the Sunshine Vibe and carnival spirit to TV screens this week following a £1.5 million pound investment in a brand-new campaign ‘Get The Sunshine Vibe’.
The campaign kicks off this weekend on Channel 4, culminating in the August Bank Holiday, and also takes in the All4 platform, E4, 4OD, Film4 and More4, as well as social and digital activity. The campaign celebrates bringing the feel-good attitude and carnival vibe of Jamaica to streets and towns all over the UK.
Refresco UK, the bottler and distributor of the brand, has invested in Old Jamaica’s biggest ever consumer campaign to further strengthen its position as the UK’s No. 1 Ginger Beer, and is supporting the attention-grabbing ad with a raft of shopper, trade and experiential activations.
The feel-good campaign celebrates and features four original and unique characters – Sunshine Man, Sunshine Gran, Sunshine Dan and Sunshine Leeann.
Old Jamaica’s Terri Cooper commented; “We’re excited to be bringing The Sunshine Vibe to the UK this summer with our really memorable campaign and we can’t wait to see people’s wider reaction to it.
“Expect to see us popping up during shows like Channel 4’s Sunday Brunch and A Place In The Sun, plus bringing some extra feel-good to E4 breaks during The Big Bang Theory and Gogglebox. We forecast the ad will be seen over 28 million times by an audience of 10m UK adults.
“We feel the advert really captures the current mood of the nation and is just what everyone needs after the past 14 months, we always say that you feel the flavour and taste the sunshine with Old Jamaica Ginger Beer, hopefully now you can see it as well!”
The TV ad was a collaboration between a trio of independent agencies, with creative leads WAA Chosen joined by media planning and buying specialists, John Ayling & Associates, production experts The Gate Films, and award-winning director Chris Strong.
Joe Major, head of marketing at Old Jamaica (Refresco) said: “Old Jamaica is a iconic brand and it was imperative that we produced a campaign that really captured the fact that is a taste experience like no other – it is one of those brands that you never forget once you’ve tried it.
“We needed to work with partners that could understand that, and had the energy, enthusiasm and passion to leave no stone unturned in bringing it to life. We really found that in WAA Chosen, John Ayling & Associates and The Gate, and we can’t wait to see the response.”
Watch the advert at https://www.oldjamaicagingerbeer.com/.