Tuesday, May 17, 2011

Pepsi Music Refreshes Reggae Sumfest


Pepsi Cola throws their cap into the biggest reggae festival on Earth, Reggae Sumfest. The brand solidifies its connection to music as the exclusive non-alcohol provider for the event.


Although celebrating its 19th year, Reggae Sumfest and Pepsi will for the first time join together in a sponsorship partnership that will leave both smiling come July 17 – 23 at St Catherine, Montego Bay. Pepsi has signed on as an official sponsor to the reggae festival with great deals not only for the festival and the brand, but also for the fans. Marketing Manager of Pepsi Cola Jamaica, Carlo Redwood explained, “Pepsi has signed an exclusive contract as sponsor for Reggae Sumfest as the single non-alcohol beverage provider. This means we have exclusivity of carbonated drinks led by Pepsi, water led by Aqua Essential and juice drinks led by Tropicana.”

Redwood explained that Pepsi has a long and successful relationship with music internationally throughout the years. Some of the biggest names in music have signed on as spokespersons including Britney Spears, the Jacksons and Beyonce. This year locally Pepsi launched their music program solidifying their relationship with music and events.

Redwood said, “We’re very happy to be associated with what we feel is the number one event in Jamaica for our target consumer. This really aligns with the Pepsi Music program we launched in January of this year. We’ve done Rebel Salute, Youth View Awards, All Island Carnival and now Reggae Sumfest which is the biggest part of the program over the summer. Sumfest really fits what Pepsi is all about – the hottest and the coolest.”

While not wanting to give away all that Pepsi has in store for their first year in a three year contract with the music festival, Redwood explained that patrons will also be reaping the benefits. The company will be running a Pepsi-KFC-Sumfest promotion in which consumers can win free tickets to the show through their collaboration with KFC. The grand prize winner will win a ‘Super Sumfest Weekend’ for two.

Consumers can also win tickets via Pepsi and Reggae Sumfest’s Facebook page and through their additional activities with nightclubs and venues across the island.

For Johnny Gourzong of Summerfest Productions, organizers of the event, they are ready to welcome Pepsi with open arms. He said, “We’re very happy to have them on board. Certainly Pepsi’s involvement will enhance the overall event. I understand from their marketing people that they plan to carry out a national promotion which will in no small way help to bring further exposure to the festival.” Pepsi joins major sponsors Red Stripe, Digicel and The Jamaica Tourist Board (JTB).

According to Gourzong the plans for the festival are moving along well, with the Summerfest team planning the launch of the event to occur within the next couple of weeks. He said, “We are in advanced negotiations with a number of local and International artistes. We will hopefully confirm them sometime next week, and then move full speed ahead. Plans are also in place to host press receptions in South Florida and New York.” Sumfest will continue the mix of local and international artistes, while exposing audiences to some acts not seen recently on the festival.

Reggae Sumfest Kicks off with a beach party on Saturday July 16 and continues on July 21-23 at Catherine Hall Montego Bay. In keeping with its tradition of highlighting the most current reggae and dancehall acts, this year’s show will feature newcomers along with a lineup of veterans, and as always, Jamaican audiences wait with baited breath for the announcement of this year’s international headliners.

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