The ‘Flavourverse’ is Old Jamaica’s new brand proposition that amplifies the boldness, individuality and flavour-full drinks and aims to encourage curious 18-34 year olds to be their biggest, baddest, best selves.
Refresco UK, the bottler and distributer of Old Jamaica, has invested £1 million into the campaign which features a partnership with KISS FM to launch the ‘Flavourverse’ to the UK public, this summer.
As the cost of living continues to overshadow the nation, Old Jamaica will be glitching the ‘Flavourverse’ into unexpected places online and in real life. Flavour curious people, who spot these glitches, will have the opportunity to win prizes and rewards to fire up their summer.
The ‘Flavourverse’ will be glitching throughout the KISS FM network including its drivetime show and KISS Nights. Listeners will also get involved with glitching their iconic sounds of summer with a curated mixtape by DJ Majestic and be in with the chance of winning a summer defining trip to Bali.
Throughout the summer, Old Jamaica and KISS will be surprising festival go-ers with an immersive music experience for curious individuals at a host of UK festivals and KISS events.
As part of its campaign, Old Jamaica will also be running a targeted TikTok-only campaign – ‘Spot the Glitch, Get Rich’. The promotion will see the ‘Flavourverse’ disrupt TikTok feeds with the opportunity to win exciting prizes. If somebody spots a boundary breaking ‘Flavourverse’ glitch, whilst doomscrolling through TikTok, they’re in with a chance to win £10,000 and a host of daily instant win prizes such as festival tickets, clothing vouchers and more to fire up their summer.
Joe Major, head of marketing at Old Jamaica (Refresco UK), said: “This campaign is the first in a new strategic direction for the brand. Not only is it the first for the ‘Flavourverse’, but it’s also the first campaign that sees us target younger drinkers, with a lust for adventure and flavour, for the first time.
“Whilst the ‘Flavourverse’ gives us the opportunity to bring to life our no-compromise flavour to UK consumers, it also means we can focus our dedicated support for retailers to drive footfall and sales amongst an audience looking for more powerful flavours than many other brands in the category.”
The ‘Flavourverse’ and summer campaign is the result of a rebrand effort conducted by Refresco UK and its lead brand and marketing consultancy, NOKAMO Consulting with media planning partners, Wavemaker.
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