Cott Beverage’s Old Jamaica brand is returning to TV screens this summer with its ‘Totally Tallawah’ message and a multi-channel campaign.
There’s an authentic saying in Jamaica ‘Wi lickle but we tallawah’. It means whilst Jamaica may be a small country, the nation has a bold attitude.
The TV ad, which embraces the brand’s authentic Jamaican attitude, runs throughout the summer and is supported by the brand’s biggest ever on-pack promotion, mass sampling and a series of films featuring the ad’s enigmatic front man.
The on-pack promotion launches on June 1 and will give consumers the chance to win a holiday to Jamaica and one of 600 prizes.
A national sampling programme will also see the brand distribute in excess of 85,000 samples of Old Jamaica Diet Ginger Beer, across 14 UK cities in June and July, following a new improved sugar free recipe.
Gavin Herbert, senior brand manager at Old Jamaica, said: “Last year’s Totally Tallawah campaign truly resonated with our audience, whilst also capturing what the brand stands for. For 2017, we wanted to bring the creative to life and provide a reason for consumers to engage with the brand. That’s why we have created a series of fun films featuring our front man which invite people to ask for a Totally Tallawah take on everyday scenarios.”