The J. Wray & Nephew Limited produced and distributed Magnum Tonic Wine, the number-one selling tonic wine in Jamaica, deepens its 17 year-old partnership with Jamaican culture to kick-start the year, with a bold new LOUDER look for its label packaging.
“Magnum Tonic Wine has been impacting dancehall culture and more since 1999, and just like the industry players themselves, it is important for the brand to re-invent its image in keeping with the brazen and magnetic essence of the culture. We didn’t change the product’s liquid, but it definitely has aLOUDER look with the same great Magnum taste,” remarked Omar Palmer, Marketing Manager for Fortified Wines & Liqueurs at J. Wray & Nephew Limited.
In keeping with the charge of making the brand and our culture LOUDER, Magnum has incorporated the latest generation of Dancehall stars in their campaign. These music and contemporary dance acts include Devin Di Dakta, the current Mangum King of Dancehall, alongside dancers Sherine “Sher” Scarlett, the 2012 International Dancehall Queen, Nickeisha “Head Top” Haye, who was crowned 2013 St. Catherine Dancehall Queen, and the popular Renee “Six-Thirty” Mclean.
Palmer explains that the brand communication, with its new look, will empower consumers to strive for personal and collective excellence both inside and outside of dancehall. The brand’s refreshed image provides it with a greater ability to explore new opportunities and aspects of the overall Jamaican pop culture: “We definitely want all Jamaicans to be the best version of themselves daily, and live LOUDER in any of the many components of our country’s diverse contemporary cultural elements of music, fashion, food, theatre, and more.”
Dancehall fans are also in for a special treat, as the 2016 Calendar which features Jamaica’s favourite Television personality Yanique “Curvy Diva” Barrett. Her journey with Magnum started in 2011 when she became the 2nd host of the Magnum Kings and Queens of the Dancehall TV show. The fashionable and captivating Curvy Diva is the face of Magnum 2016 “Go Louder” calendar which has received rave reviews.
Magnum Tonic Wine consumers can keep up with the brand’s new look and campaign in both traditional and digital media spaces, in addition to the explosive new season of the highly anticipated Magnum Kings & Queens of Dancehall.