Pepsi launches Refresh Tour

A number of Jamaica’s emerging musical stars will spearhead Pepsi Jamaica’s latest campaign aimed at rewarding their loyal fans with music, prizes and more than $6 million worth of mobile credit.

The campaign dubbed the Pepsi Refresh Tour was launched on Tuesday at the Ribbiz Sports Bar in Barbican where Pepsi-Cola Jamaica’s Marketing Manager Mitch Watson outlined how Jamaicans will benefit.

“We will be able to engage our audience in an exciting way by creating a unique experience while at the same time strengthening our relationship with real Jamaican pop culture,” he said. As such, Pepsi has enlisted the services of a number of emerging acts Watson described as being on the cutting edge of local entertainment. They include Denyque, Ikaya, Kalado, Chi Ching Ching, Zagga, and Raine Seville.

The artistes were selected following an extensive process during which Pepsi canvassed entertainment agency Headline Entertainment and interacted with young people and disc jockeys to find out who they thought were the artistes they connected best with. Other factors were also taken into consideration. “They are also social-media savvy. They understand the new thrust of social media and what it means to a brand like ours that is catering to those who are young, fresh and excited about life,” Watson said.

These artistes will perform on two shows at the Famous Nightclub in Portmore, St Catherine, on June 6, and at the Front Lawn at Hope Gardens in Kingston on July 4. Also, as part of the Pepsi Tour, 1000 lucky consumers will win free tickets to International Night II at Reggae Sumfest on July 18 where the artistes will get to perform extensive sets. The selected artistes could also get opportunities to perform elsewhere in the world under the Pepsi banner as the brand embarks on its global campaign.

Patrons get to qualify to get passes to events by participating in an Under the Cap promotion where they will be able to win a number of prizes – caps, T-shirts, concert tickets and tickets to Reggae Sumfest. Patrons buying 500ml, 20-ounce and two-litre bottles of Pepsi with yellow caps will find code numbers under those caps. Codes should be texted to 444-2487 for a chance to win tickets to the Pepsi Tour and phone credit from both service providers. The codes can also be entered online, to download Pepsi Refresh Tour mixtapes, and on Facebook, to win prizes that include Bluetooth speakers and DJ headsets.

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