Old Jamaica, a UK ginger beer, is embarking on its most ambitious marketing campaign following a record seven-figure investment from the brand.
The interactive campaign, You Can’t Beat An Old Jamaican, combines Facebook applications, social outreach, TV advertising PR and a sponsorship package with Comedy Central expected to reach as many as 39 million viewers.
Inspired by the brand’s association with the comedy sector, the campaign will provide consumers with an opportunity to win a starring role in one of Old Jamaica’s idents as part of its Comedy Central sponsorship.
Entrants will be invited to upload a video joke to Facebook with a chance of appearing on TV and, following a public vote and judging process, the winner will be rewarded with a holiday to Jamaica.
Designed to engage with existing fans and reach new audiences with its comedy brand values, the televised activity includes six new commercials which will air until September on top channels including ITV1 and Channel 4 including a range of sponsorship idents for Comedy Central.
The creative itself sees four Jamaican characters (Calvin, Jean, Curtis and Dipstick) delivering jokes and will be aired throughout the summer.
Old Jamaica’s campaign kicked off last Sunday with its first advert which aired during ‘Britain’s Funniest Comedy Characters’ on Channel Five.
Source: Old Jamaican