Old Jamaica promotion launched with rewards for wholesale customers

Refresco is bringing back Golden Hour this summer by launching a new campaign for Old Jamaica utilising augmented reality (AR).

At a time when home and work lines are becoming more blurred than ever, Old Jamaica is on a mission to invite the nation to find a moment to chill out after the day’s work is done.

The fully integrated campaign follows a £500,000 investment by Refresco and sees the brand focusing on the Golden Hour period of 5pm until 7pm, when its hero product, Old Jamaica Ginger Beer, is most commonly consumed (Kantar).

Running until mid September, the campaign aims to solidify Old Jamaica’s position as the UK’s No.1 ginger beer brand and drive sales and consumption.

The campaign embraces both consumer and trade channels. Central to both elements of the campaign is a £50,000 prize pot.

To bring the campaign to life for consumers, a AR filter has been developed that will allow entrants to ‘discover their sunset vibe’ via their mobile phones. The filter will also determine their prize, which range from products for outdoor relaxing to over 20,000 free and half-price coupons redeemable against the Old Jamaica range. All entrants will also be entered into a grand prize draw to win £10,000 to enjoy their ultimate golden hour moment.

Consumers will be driven to enter via YouTube and Instagram and inspired to celebrate the golden hour and enter between 5pm and 7pm – when daily instant prizes can be won.

Joe Major: ‘We have really focused on bringing something new to our summer campaign.’

For trade customers, the company is offering the first 100 customers who purchase a case of Old Jamaica a free promotional PoS kit to drive sales and visibility and a one in five chance to win a four-case hero package of Old Jamaica drinks. In addition, 10 store owners will win £500 store credit or vouchers to spend on Old Jamaica Ginger Beer at Unitas wholesalers.

Joe Major, head of marketing at Old Jamaica (Refresco), said: “Unlike previous campaigns this year we have really focused on bringing something new to our summer campaign. For 2022, not only are we launching our first ever AR filter-based promotional mechanic, but we’re also really focusing on engaging our trade customers too.

“And in a time when many of us really need something to look forward to, we’re offering people the chance to win prizes that will enable them to turn their Golden Hour into something special.

“It was vital to us that we started to push in a new direction, whilst still supporting retailers with driving footfall, visibility and sales.”