Cott Beverage’s flagship brand, Old Jamaica, is returning to TV screens this summer with a bold new advert to create excitement around its portfolio.
Through its Totally Tallawah campaign, the brand will be celebrating the spirit of authentic Jamaica through the use of the nation’s famous ‘tallawah’ attitude to life, using this to explain what gives the products their distinctive ‘zingaling’.
The playful ad, which was shot on the golden beaches of Kingston, Jamaica, last month, will air from 26 May and support the entire range of products united under the Old Jamaica banner – including Ginger Beer, Diet Ginger Beer, and the new Guava and Melon crush flavour.
Playing on the brand’s authentically Jamaican heritage, the latest advertising campaign will support sales during the key summer period, targeting consumers through exposure on a number of high profile channels, including Channel 4, Sky 1, Film 4, Sky Sports, ITV2 and All4 – with an estimated reach of 80 million over a number of weeks.
Gavin Herbert, Senior Brand Manager at Old Jamaica, said: “The Old Jamaica brand shares more than just a name with the nation – there’s a heritage and personality that we wanted to communicate through our latest creative execution. Jamaican people have a saying, ‘we likkle but we tallawah’ which embodies so much of what the nation stands for– a bold and mighty attitude to life. It was this sentiment that we also share through our portfolio of flavours and which led to the Totally Tallawah campaign.
“We know our new TV execution will resonate with fans of Old Jamaica, whilst also presenting us with the opportunity to reach new consumers who have not tried our products before. We hope to inspire them to embrace the real spirit of Jamaica this summer!”
Old Jamaica’s soft drinks portfolio features the UK’s No.1 Ginger Beer Brand*, as well as a range of delicious flavours inspired by the Caribbean including Guava and Melon Crush, Orange and Mango, Grape Soda and Fruit Punch.